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Potential effects of psychological reactant consumers 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 the 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. A second part shows that psychological reactance, already studied in the context of non product choice, is an interesting concept to revisit the relationship marketing paradigm: are all customers willing to commit to a service or are they forced against their own freedom? The last section develops an integrative conceptual framework of the different concepts introduced in this research.

Suggested Citation

  • Denis Darpy & Isabelle Prim-Allaz, 2006. "Potential effects of psychological reactant consumers on relationships marketing programmes," Post-Print halshs-00470607, HAL.
    • Handle: RePEc:hal:journl:halshs-00470607
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00470607
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