It is not uncommon for retailers to impose limits (e.g., “limit one per customer”) on advertised products. The attitudinal and behavioral effects of such advertised limits have been largely unexplored. The present research uses psychological reactance theory to generate insight into the effects of advertised limits. It was found that limits are both capable of attracting and repelling consumers depending upon the severity of the limit. In the experimental context that was used, age and income were found to be positively related to the effectiveness of limits.
Marketing has benefitted tremendously by psychological theories of persuasion. Unfortunately marketers have not taken full advantage of the psychological perspectives upon instilling resistance to persuasion. The purpose of this paper is to provide a review and analysis of the extant research in psychology and marketing pertaining to resistance to persuasion. Directions for future research are also discussed.
A group of New England macromarketers met at the University of Rhode Island, Kingston, in July 1984 to explore research directions in macromarketing. At issue was the perceived need to accelerate empirical and applied work in macromarketing and to augment the intellectual base for the field. This article reports on the research directions that evolved from the Kingston meeting and subsequent interactions.
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