Programmes de fidélité et réactance psychologique du consommateur: Une étude qualitative exploratoire

Virginie Pez ()
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Virginie Pez: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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Abstract: Effects of loyalty programs and their perceived benefits for consumers have been the object of a growing interest in the area of marketing. However, existing literature do not really mention that some consumers could show reactance against loyalty programs. Thanks to a qualitative study, this article proposes to explore reactance phenomena associated to loyalty programs. Results reveal that loyalty programs are likely to be rejected by some consumers on the basis that they are perceived as manipulation attempts from the company, or that they lead to a feeling of loss of control. This research contributes to the illustration of the growing mistrust of consumers towards tactical instruments of relationship marketing.

Keywords: Programmes de fidélité; réactance psychologique; résistance du consommateur (search for similar items in EconPapers)
Date: 2008-11-13
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Published in 13èmes Journées de Recherche en Marketing de Bourgogne, Dijon, France, 13 et 14 novembre 2008, Nov 2008, Dijon, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00337276

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