Consumer Reactance to Conditional Price Promotions

Aylin Aydinli, London Business School, UK
Marco Bertini, London Business School, UK
The results of three experiments reveal that conditional price promotions may provoke reactance when perceived as attempts to influence purchase behaviour, thereby constraining one’s freedom. In order to reduce their reactance, consumers tend to act cautiously in terms of their product choices.
[ to cite ]:
Aylin Aydinli and Marco Bertini (2012) ,"Consumer Reactance to Conditional Price Promotions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 195-197.