Escaping the Crosshairs: Reactance to Identity Marketing

Consumers’ Attitudes toward Unsolicited Commercial E-mail

Using Psychological Reactance as the framework, this study sought to understand consumer attitudes towards two major direct marketing techniques: unsolicited commercial e-mail and postal direct mail. In particular, audience perceptions of advertising intrusiveness, perceived loss of control (as conceptualized by Psychological Reactance), and irritation regarding the direct marketing techniques ...

Customer Responses to Channel Migration Strategies Toward the E-channel

Many firms stimulate customers to use the E-channel for services, which provokes various consumer responses to such limits on their freedom of choice. In a study on bank customers, we examine the extent of customer reactance in response to various E-channel migration strategies, the potential of incentive programs in mitigating customer reactance, as well as the moderating role of attitudinal l...

On the Role of Language Learners’ Psychological Reactance, Teacher Stroke, and Teacher Success in the Iranian Context

Given the importance of psychological reactance in social and educational interactions and its influence on language learning/teaching, the present study intended to investigate the relationship among stroke, psychological reactance, and teacher success. To this end, a total number of 300 Iranian English learners from different English language institutes filled out a newly developed scale on p...

An Examination of Ad Clutter and Task Orientation on Avoidance of Social Media Advertising: a Psychological Reactance Perspective

Providing a Comprehensive Branding Pattern for Organic Product with a Sensory Marketing Approach

Today, the world faces a major problem called population growth, one of the consequences of which is food shortages. Therefore, organic farming is considered as one of the most effective approaches to responding to the challenges facing human beings in realizing sustainable development. The purpose of this research is to provide a comprehensive model of branding for sensory marketing based on a...