Seeking Freedom Through Variety

From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence

“…After reading the scenario, participants were asked to write down what they would think and feel in such a situation, they were then asked to rate their perceived threat to freedom with regard to the situation imagined and to rate their intentions to perform different behaviors, that ought to follow from reactance (e.g., leaving early), during the lunch (Levav & Zhu, 2009;Miron & Brehm, 2006). As markers of reactance, study 3 assessed reactance behaviors rather than disagreement in product/service evaluation following actual consumption (like in studies 1 and 2) because a scenario doesn't allow actual consumption.…”

Negando ou Subestimando Problemas Ambientais: Barreiras Psicológicas ao Consumo Responsável

“…5. Reatância: Ainda por lógica semelhante, outra barreira psicológica se expressa naquilo que Brehm e Brehm (1981) chamaram de reatância psicológica: reagimos negativamente a imposições que parecem restringir nossa liberdade de escolha e nossa autonomia (Levav & Zhu, 2009). Como muitos apelos para a promoção do comportamento pró-ambiental derivam de leis, campanhas públicas ou até mesmo de empresas, as pessoas podem desenvolver considerável resistência a tentativas de persuasão e até se comportar de modo contrário ao esperado.…”

Exploring space

“…In addition to such public environments, room environments can also come across as more or less spacious due to several environmental factors including horizontal floor area, boundary permeability, wall roughness and light (Stamps, 2010;Stamps & Krishnan, 2006). Research in the area of consumer behavior suggests that spaciousness is important because it inspires feelings of freedom (Meyers-Levy & Zhu, 2007;Levav & Zhu, 2009). Meyers-Levy and Zhu (2007) investigated the effect of ceiling height on problem solving and showed that a high, as opposed to a low, ceiling activated more feelings of freedom and spaciousness and induced more creative strategies for problem solving tasks.…”

“…Meyers-Levy and Zhu (2007) investigated the effect of ceiling height on problem solving and showed that a high, as opposed to a low, ceiling activated more feelings of freedom and spaciousness and induced more creative strategies for problem solving tasks. In addition, Levav and Zhu (2009) studied the effects of spaciousness in supermarkets and showed that narrower aisles activate feelings of confinement, which consumers often counteract by making more varied product choices (as a means to regain freedom). The findings of these studies suggest, in line with embodiment research, (IJzerman & Semin, 2010;Williams & Bargh, 2008) that experiencing restrictions of physical space invokes feelings of restrained psychological space.…”

“…A recent study by Levav and Zhu (2009) demonstrated the importance of store spaciousness and showed that consumers may seek ways to counteract confinement induced by aisle narrowness by making more varied product choices. They suggested that consumers wanted to compensate reductions in spatial freedom by creating more varied product choices indicative of psychological freedom.…”