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.



Citation:

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.

Authors

Yael Rugar, Virginia Tech, USA
Sarah Moore, University of Alberta, Canada
Gavan Fitzsimons, Duke University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



Share Proceeding

Featured papers

See More

Featured

Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!

Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA

Read More

Featured

Promoting Pi Day: Consumer Inferences about Special Day-Themed Promotions

Daniel M. Zane, University of Miami, USA
Kelly Haws, Vanderbilt University, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

Understanding Trust Formation in Peer-to-peer Social Commerce

Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.