Doctor of Philosophy (PhD)
William F. Harrah College of Hospitality
First Committee Member
Second Committee Member
Third Committee Member
Fourth Committee Member
Number of Pages
At times messaging may be of an instructive nature that can be perceived as an attempt to threaten or limit an individual’s freedom. This freedom limitation can range from individual choice to physical requirements. How a message is framed, or positioned, is very important. In certain instances, even when the message has the best intentions, if framed incorrectly can have the opposite, or boomerang, effect on people. This state is known as psychological reactance. When invoked, consumers will act in a way that eliminates the threat of freedom to restore balance. Such a state can also lead to negative implications on attitude and behavioral intention towards the message. Customer relationship management is a means to create an emotional commitment with consumers. Establishing this relationship, along with the core components of loyalty and trust, can have a positive effect on attitude and behavioral intention. Thus, it is important for firms to develop effective consumer relationship practices to counter any potential perceived messaging constraints that may lead to reactance, thus helping offset any adverse attitude or behavioral intention implications.
Attitude; Behavioral Intention; Customer Relationship Management; Emotional Commitment; Loyalty; Psychological Reactance
Business Administration, Management, and Operations | Marketing | Psychology
University of Nevada, Las Vegas
Ryan, Matthew, "Predicting and Mitigating Reactance Impact on Attitude and Behavioral Intention" (2022). UNLV Theses, Dissertations, Professional Papers, and Capstones. 4466.
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