Promotion Reactance: The Role of Effort-Reward Congruity
Ran Kivetz
Journal of Consumer Research, 2005, vol. 31, issue 4, 725-736
Abstract:
Incentives may simultaneously entice consumers and arouse reactance. It is proposed that consumers reaffirm their autonomy by choosing rewards that are congruent with the promoted consumption effort (choosing reward x over reward y, given effort x). Such congruity allows consumers to construe their behavior as intrinsically motivated rather than externally induced, because the effort is its own reward. Supporting this conceptualization, the results indicate that preferences for effort-congruent rewards are attenuated among consumers with lower psychological reactance, after a reactance-reduction manipulation, when rewards are independent of personal effort, and when rewards are a by-product rather than the intention of effort. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..
Date: 2005
References: Add references at CitEc
Citations: View citations in EconPapers (52)
Downloads: (external link)
http://dx.doi.org/10.1086/426606 link to full text (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:31:y:2005:i:4:p:725-736
Access Statistics for this article
Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood
More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().