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ID 39473
file
title alternative
Effect of reactance traits on buying behavior in a limited sales advertisement
creator
Funakoshi, Saki
Omori, Mayu
subject
reactance
advertising
intention to purchase
NDC
Psychology
abstract
This study examined the effects of the reactance traits on people's intention to purchase limited products aod on their reactance reactions. Advertising limited sales can cause two independent responses: increase in the intention to purchase and increase in resistance to persuasion. We manipulated the magnitude of the pressure of persuasion in the advertising of chocolates. Participants were asked about their intention to purchase the chocolate, and their reactance reactions to the advertisement. Intention to purchase was lower with high-pressure advertisement than with low-pressure advertisement, regardless of reactance traits. High-pressure advertisement of limited products could cause psychological reactance to persuasion. The high-reactance participants, however, responded more negatively to the advertisement, and felt more frustration with the restriction. Although the reactance characteristics of participants did not affect their intention to purchase, it affected their reactance reactions to a limited sales advertisement.
journal title
Hiroshima Psychological Research
issue
Issue 15
start page
179
end page
193
date of issued
2016-03-31
publisher
広島大学大学院教育学研究科心理学講座
issn
1347-1619
ncid
language
jpn
nii type
Departmental Bulletin Paper
HU type
Departmental Bulletin Papers
DCMI type
text
format
application/pdf
text version
publisher
department
Graduate School of Education
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