Potential effects of psychological reactant consumers on relationships marketing programmes

Denis Darpy () and Isabelle Prim-Allaz ()
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Isabelle Prim-Allaz: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: This conceptual article presents the current criticisms to relationship marketing and important concepts developed in the psychology to understand consumer reactance toward services packaged as formal contracts. A first part presents the numerous questions that researches are raising about the willingness of people to commit to services. A second part shows that psychological reactance, already studied in the context of non product choice, is an interesting concept to revisit the relationship marketing paradigm: are all customers willing to commit to a service or are they forced against their own freedom? The last section develops an integrative conceptual framework of the different concepts introduced in this research.

Keywords: Psychological reactance; relationship marketing; long term commitment; relationship orientation (search for similar items in EconPapers)
Date: 2006-11
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00470607v1
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Published in EIASM Workshop on new directions in relationship marketing, Nov 2006, Brussels, Belgium

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00470607

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