Consumer Reactance to Promotional Favors

Bertini, Marco; Aydinli, Aylin

doi:10.1016/j.jretai.2020.03.002

Cited by 23 publications

(19 citation statements)

References 39 publications

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Section: Discussionmentioning

confidence: 99%

“…Researchers in marketing and retail domains found reactance was triggered in people experiencing a threat to privacy and behavioural freedom. For instance, consumer reactance towards loyalty programs and intrusive promotional offers (Bertini and Aydinli, 2020;Verhagen et al, 2021). Reactance to in-store messiness and disorderliness was perceived as a threat to lack of choice that evoked a sense of competition among customers in-store, leading to in-store hoarding and hiding behaviour (Coskun et al, 2020).…”

Section: Discussionmentioning

confidence: 99%

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Decoding revenge buying in retail: role of psychological reactance and perceived stress

Gupta

Mukherjee

2022

IJRDM

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PurposeCOVID-19 pandemic-related Government restrictions on the movement of people resulted in consumers moving away from retail outlets. However, sporadic instances of an unexpected surge in retail buying happened across the world immediately after the lifting of such restrictions. This uncommon phenomenon, termed revenge buying, offered an opportunity to revive retail businesses. This paper applies Reactance Theory (RCT) and Self-determination Theory (SDT) to model consumers' revenge buying intentions.Design/methodology/approachData was collected from 384 respondents in India using validated scales. The study used structural equation modelling for model testing.FindingsCOVID-19 restrictions resulted in autonomy need frustration in consumers, which induced psychological reactance and perceived stress. Psychological reactance positively impacted, while perceived stress negatively impacted revenge buying intentions. Thus, revenge buying was observed only when the psychological reactance was more than perceived stress.Research limitations/implicationsThis study, conducted in only one country with a limited convenience sample, limits the generalizability of findings.Originality/valueThis research model the psychological consequences of need frustration to explain the sporadic incidences of revenge buying in retail outlets. Further, it proposes sales recovery strategies for retailers in the immediate post-pandemic market scenarios. Retailers' strategies should focus on alleviating stress and anxiety because of health concerns, highlighting the retail buying experience to stimulate the need to visit the outlet and positioning retail buying as a potential reactance response by consumers.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Decoding revenge buying in retail: role of psychological reactance and perceived stress

Gupta

Mukherjee

2022

IJRDM

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“…There are also contributions that point to boundary conditions of promotions with unknown consequences. Consumers might reject these offers because they are reactant (Bertini and Aydinli 2020), because they want to maintain their freedom of choice (Briley et al 2018) or because they engage in cognitive decision making (Laran and Tsiros 2013). Further research might investigate how these aspects influence customer satisfaction and WOM in this context.…”

Section: General Marketing Implicationsmentioning

confidence: 99%

Playing When Paying and What Happens Next: Customer Satisfaction and Word-of-Mouth Intention in Gambled Price Promotions

Akbari

Wagner

2021

Schmalenbach J Bus Res

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Gambled price promotions, i.e., discounts in which the customers’ savings depend on the outcome of a game, have recently gained increasing attention from research and practice. This type of promotion is often framed as an in-store event, and consumers experience two properties inherent in gambling: entertainment and varied financial payoffs. Depending on the consumers’ assessments of these two elements, these experiences might drive two postpurchase consequences of such campaigns: customer satisfaction with the retailer and word-of-mouth intention. To assess these effects, two field quasi-experiments with gambled price promotions were conducted: one in a candy store and the other in a retail furniture store. Two main findings emerge from these studies: (1) The customers in both studies endorse gambled price promotions and are more willing to engage in word-of-mouth when participating in such a campaign. The effect of gambled price promotions on customer satisfaction is positive in the low-stakes setting of the candy store but insignificant in the furniture store. (2) The positive effects of such promotions are mediated by their entertainment value and moderated by the consumers’ assessments of the discount. The implication of these results is that, in addition to the already known revenue-increasing prepurchase effects, gambled price promotions can also result in positive postpurchase effects and should represent a valuable addition to the seller’s promotion toolbox.

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“…Retailers use different strategies such as store layout, discounts, cash backs and product displays inside the store to push the sales of such products (Bandyopadhyay et al. , 2021; Bertini and Aydinli, 2020; Nigam and Dewani, 2022). This type of impulse buying is the guilt-inducing factor.…”

Section: Literature Reviewmentioning

confidence: 99%

Impulse purchases during emergency situations: exploring permission marketing and the role of blockchain

Nigam

Behl

Pereira

et al. 2022

IMDS

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PurposeThe paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline/omnichannel retailers in reviving sales via permission marketing for impulse products.Design/methodology/approachThe authors followed a qualitative research design and conducted 24 personal interviews with millennials and 15 interviews with offline/omnichannel retailers from an emerging economy. The data collected were analyzed using the thematic analysis procedure.FindingsThe authors discuss their findings under three themes – customers' conscious impulse buying during the pandemic, customers' unconscious impulse buying during the pandemic, and a viable solution for retailers in response to the pandemic.Practical implicationsThe authors suggest that marketers primarily from an offline/omnichannel store should adapt to permission marketing and use technologies like blockchain for the digital transformation of their marketing strategies. Doing so can help offline retailers minimize future damages in the retail sector during emergency situations.Originality/valueThis paper is one of the first that explores how impulse – pure, suggestion, planned and reminder – purchases got affected during the COVID-19 pandemic disruptions in an emerging economy. This paper is also one of the first to explore the role of permission marketing and digital transformation by the use of blockchain in helping offline retailers in forming swift trust and practice trust-based marketing.

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Consumer Reactance to Promotional Favors

Cited by 23 publications

References 39 publications

Decoding revenge buying in retail: role of psychological reactance and perceived stress

Decoding revenge buying in retail: role of psychological reactance and perceived stress

Playing When Paying and What Happens Next: Customer Satisfaction and Word-of-Mouth Intention in Gambled Price Promotions

Impulse purchases during emergency situations: exploring permission marketing and the role of blockchain

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