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ID 39473
本文ファイル
別タイトル
Effect of reactance traits on buying behavior in a limited sales advertisement
著者
船越 咲
大森 麻由
キーワード
reactance
advertising
intention to purchase
NDC
心理学
抄録(英)
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.
掲載誌名
広島大学心理学研究
15号
開始ページ
179
終了ページ
193
出版年月日
2016-03-31
出版者
広島大学大学院教育学研究科心理学講座
ISSN
1347-1619
NCID
言語
日本語
NII資源タイプ
紀要論文
広大資料タイプ
学内刊行物(紀要等)
DCMIタイプ
text
フォーマット
application/pdf
著者版フラグ
publisher
部局名
教育学研究科
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