Buy Now! How Brand Relationships Influence Consumer Responses to Restrictive Advertising
Restrictive ads (e.g., “Buy now!”) often elicit reactance from consumers. We identify when and why restrictive ads do so by examining consumer-brand relationships. Consumers perceive restrictive ads from committed, but not uncommitted, brand partners as meaningful threats to freedom, and dislike such ads. These effects are mediated by threat perception.
Yael Rugar, Sarah Moore, and Gavan Fitzsimons (2013) ,"Buy Now! How Brand Relationships Influence Consumer Responses to Restrictive Advertising ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 124-125.
Yael Rugar, Virginia Tech, USA
Sarah Moore, University of Alberta, Canada
Gavan Fitzsimons, Duke University, USA
E - European Advances in Consumer Research Volume 10 | 2013
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