Promotion Reactance: The Role of Effort-Reward Congruity

By Ran Kivetz. 2005

293 citations recorded by the source corpus.

Subfields: Applied Psychology, General Decision Sciences, Marketing

View Paper: https://www.semanticscholar.org/paper/b85f726b940063badea51e58a1306c6e6469bc72

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Citations in the corpus

Loyalty program effectiveness: Theoretical reviews and practical proofs (2020, background): “In addition, organizations should use loyalty program promotional tools that increase customer reactions, especially if the promotion is planned to be within a limited period of time or to sell a specific number of products (Alshurideh, 2016b; Kivetz, 2005).”
Attitude Toward Entrepreneurship: Structure, Prediction from Behavioral Beliefs, and Relation to Entrepreneurial Intention (2016, background): “Intention is the personal, deliberate, goal-oriented, proactive aspect of behavior and is closely related to the concept of volition and intrinsic motivation (Fernandes and Proença 2013), which refers to the individual’s desire to engage in a behavior because it is personally rewarding, essentially,”
The Motivating-Uncertainty Effect: Uncertainty Increases Resource Investment in the Process of Reward Pursuit (2015, unknown): “People invest effort, time, and money in pursuit of rewards (Amir and Ariely 2008; Hsee, Yu, et al. 2003; Kivetz 2005; Kivetz, Urminsky, and Zheng 2006; Koo and Fishbach 2010; Nunes and Drèze 2006; Soman 1998; Zhang and Huang 2010; Zhang et al. 2011).”
Managing rewards to enhance relational worth (2011, background): “If consumers felt they were working to accrue rewards (effort-type programs using Kivetz (2005) terminology) and then were faced with a controlling policy that restricted their redemption of the rewards, this might bind a consumer to the organization in a negative way (i.e., “I can’t leave the org”
The Impact of an Item-Based Loyalty Program on Consumer Purchase Behavior (2012, background): “…and regulated by the rules of the new LP. Psychological reactance theory shows that consumers tend to react against attempts to control or influence their behavior (Brehm 1966), and previous research has found evidence for the existence of promotion reactance in an LP context (e.g., Kivetz 2005).”
Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability. (2009, methodology): “In addition to loyalty program information, we obtained the airlines’ financial data from COMPUSTAT; revenue passenger miles (RPMs), capacity, and segmentation data from the Bureau of Transportation Statistics; and airfare information from the Air Transport Association.”
Loyalty Programmes: Current Knowledge and Research Directions* (2012, background): “However, economic switching barriers are not likely to secure long-term retention because they often harm the customer–firm relationship as a result of customers’ psychological reactance and reduced intrinsic motivation to participate in the LP (Dholakia 2006; Hennig-Thurau and Paul 2007; Kivetz 200”
Is There Backlash to Social Pressure? A Large-scale Field Experiment on Voter Mobilization (2010, background): “voters to think about their freedom to chose their actions is expected to reduce the degree to which reactance undermines persuasive messages (Miller et al. 2007; Wendlandt and Schrader 2007; Kivetz 2005).”
How Customer Self-Determination Influences Relational Marketing Outcomes: Evidence from Longitudinal Field Studies (2006, background): “In particular, if intrinsically motivated people are given a reward that is viewed as controlling their behavior, the reward can undermine motivation and lead to lower levels of interest and behaviors (Kivetz 2005).”