Réactance psychologique et propension relationnelle: mieux comprendre l’effort relationnel des clients

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: Psychological reactance and relationship proneness highlights the level and nature of commitment of the consumer in relational context. After presenting these two personality variables the research proposes some interactions between them through two empirical studies. Study 1 based on qualitative approach evaluates positive and negative motivations to contract a formal commercial commitment. Study 2 based on a survey in a medical context shows the existence of four groups of individuals according to their level of psychological reactance and relationship proneness. A main effect of relationship proneness on commitment is shown as well as an interaction effect between psychological reactance and relationship proneness.

Keywords: Comportement du consommateur; Relationship marketing (search for similar items in EconPapers)
Date: 2017-05-02
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Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-01517002

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