IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00470582.html
   My bibliography  Save this paper

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
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00470582/document
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00470582. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.