Promotion Reactance

The Role of Effort-Reward Congruity

Datos Bibliográficos

ID2215906
AutoresRan Kivetz (Columbia University, autor de correspondencia)
Año2005
Volumen31
Número4
Páginas725-736
Fecha de publicación2005-03-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Consumer Research (JOURNAL)
Identificadores de la revistaISSN: 0093-5301 • E-ISSN: 1537-5277
EditorialOxford University Press (OUP) (PUBLISHER)
DOI10.1086/426606
OpenAlexW2138228433
IdiomaEN
Citas recibidas24
Referencias citadas17

Incentives may simultaneously entice consumers and arouse reactance. It is pro-posed that consumers reaffirm their autonomy by choosing rewards that are con-gruent with the promoted consumption effort (choosing reward x over reward y, given effort x). Such congruity allows consumers to construe their behavior as intrinsically motivated rather than externally induced, because the effort is its own reward. Supporting this conceptualization, the results indicate that preferences for effort-congruent rewards are attenuated among consumers with lower psycholog-ical reactance, after a reactance-reduction manipulation, when rewards are inde-pendent of personal effort, and when rewards are a by-product rather than the intention of effort. Marketing promotions and incentives can be a double-edged sword. On the one hand, as prior research and common wisdom suggest, consumers are enticed by the proffered benefits and rewards. On the other hand, this ar-ticle assumes that consumers may perceive the incentives as intended to influence their consumption behavior and

Cognitive psychology · Political science · Promotion (chess) · Reactance · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Decision-Making and Behavioral Economics · Engineering · Psychology · Social Psychology