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Potential effects of psychological reactance and relationship proneness on relationships marketing programmes

Author

Listed:
  • Denis Darpy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Isabelle Prim-Allaz

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

This conceptual article presents the current criticisms to relationship marketing and important concepts developed in marketing and psychology to understand consumer reactance toward services packaged as formal contracts. A first part presents the numerous questions that researches are raising about the willingness of people to commit to services and presents four key variables to understand the customer's willingness to enter and develop business relationships. Indeed, it is shown that psychological reactance and relationship proneness are interesting concepts to revisit the relationship marketing paradigm and to better understand trust and commitment. A second section develops an integrative conceptual framework of the different concepts introduced in this research. We then conclude with avenues for future research.

Suggested Citation

  • Denis Darpy & Isabelle Prim-Allaz, 2009. "Potential effects of psychological reactance and relationship proneness on relationships marketing programmes," Post-Print halshs-00470582, HAL.
  • Handle: RePEc:hal:journl:halshs-00470582
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00470582
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    Cited by:

    1. Debora Dhanya Amarnath & Uma Pricilda Jaidev, 2021. "Toward an integrated model of consumer reactance: a literature analysis," Management Review Quarterly, Springer, vol. 71(1), pages 41-90, February.

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