To test the proposed hypotheses, the paper applies structural equation modeling with PLS. These interviews include a between-subject manipulation on the reactance effect of economic, social-psychological, and contractual bonding potentials. It tests these hypotheses on the basis of 388 face-to-face interviews with bookstore customers. Design/methodology/approach – Based on the fundamental principles of loyalty programs and reactance theory the paper presents a set of hypotheses on the determinants and effects of situational consumer reactance against loyalty programs. Nevertheless, relationship marketing has widely neglected reactance theory.

against tactical instruments of relationship marketing. Both management practitioners and academics indicate that at least some consumers show reactance against loyalty programs, i.e. Purpose – Although relationship marketing has developed into the prevailing marketing paradigm, it frequently encounters resistance from the demand side. The practical way of using reverse psychology in advertising is discussed at the end of paper with an example for illustration. It is also interesting to find out that 40.8% of subjects were uncomfortable with the messages but showed interest in them.

Results suggested that the application of reverse psychology tactic in advertising enable marketers to create awareness and raise interest of consumers. Results showed that 49.7% of subjects were interested in these messages, although 76.6% of them were uncomfortable with the negative advertising messages. An experiment was designed to measure if 52 subjects were comfortable with negative advertising messages yet felt interested in them. The expected response to an advertising message of not doing something is to do it.

Psychological reactance theory advocates that reactance occurs when people react to restore a freedom when it is eliminated or threatened to be eliminated. This technique has been applied by marketers in advertising in which a negative message or tagline (e.g., “you don’t buy the product) is used to motivate consumers to make purchase. Reverse psychology, also known as psychological reactance, is a social influence tactic that encourages people to act the opposite of what it is suggested.

Reverse psychology advertising