consistently claimed that forceful language would cause reactance and decreased compliance. However, we find in four studies that …

toward the embedded brand, greater placement prominence heightens consumers’ reactance to persuasion attempts and negatively …

footing; specifically to assess the extent to which the tendency to psychological reactance moderates their responses. Design … that process, the effect of trait reactance on susceptibility to an invitation, and the extent to which a predisposition to … reactance moderates the effect of an invitation on willingness to share blame for service failure. Findings – Service customers …

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 …