The role of psychological reactance and relationship proneness in the commitment decision: An application to a dental prevention programme

Denis Darpy () and Isabelle Prim-Allaz ()
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Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
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: As commitment is at the core of relationship programs, the latter should share similarities with prevention programs, which are key to the health sector. A field study with a dental network show that anxiety toward illness and trust toward the practitioner are key determinants to commitment to a prevention protocol. In addition, psychological reactance and relationship proneness are shown as antecedents of the commitment predictors. While reactant people may not commit to prevention programs, relational type of persons are keen to accept recommendations from the practitioner. Anxiety toward illness is viewed as an intermediate variable.

Keywords: psychological reactance; relationship proneness; commitment; dental prevention programme; health marketing; réactance psychologique; orientation relationnelle; engagement; programme de prévention dentaire; marketing santé (search for similar items in EconPapers)
Date: 2010-11-25
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Published in 1ère Journée Internationale du Marketing Santé, Nov 2010, Lille, France. http://jims.iaelille.fr

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00555056

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