Consumer Behavior and Psychological Reactance

descriptionPublicationkeyboard_double_arrow_right Article 01 Mar 1980 English Publisher:Oxford University Press (OUP)Journal:Journal of Consumer Research, volume 6, page 389 (issn: 0093-5301, eissn: 1537-5277,

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Authors: Clee, Mona A; Wicklund, Robert A;

doi: 10.1086/208782

Consumer Behavior and Psychological Reactance

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Abstract

A theory about psychological freedom is reviewed in terms of its broad applicability to consumer behavior. Promotional influence, manipulative advertisements, product unavailability, and government regulations are all cast as potentially freedom-threatening events, and a theory of psychological reactance details the consumer's reply to reductions in freedom.

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The University of Texas at Austin
United States

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