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Reactance theory analysis of restricting product availability and intention to purchase
- Source :
- 昭和女子大学生活心理研究所紀要 = Annual bulletin of Institute of Psychological Studies, Showa Women's University. 15:1-10
- Publication Year :
- 2013
-
Abstract
- The information that a product is scarce, or on sale for only a limited time, threatens the freedom to purchase the product, by arousing psychological reactance and increased the motivation to purchase. It was hypothesized that information about restrictions on available quantity of a product (Hypothesis 1), and information about restrictions on available time (Hypothesis 2), would increase the intention to purchase the product. Female undergraduates (N=100) participated in a study to test these hypotheses. Participants were randomly allocated to a quantity-restriction, time-restriction, or a control condition. They were instructed to assume they were at a soft drink stand. A notice was displayed to the participants that manipulated the perception of the availability of the target product. In the quantity-restriction condition, the notice announced that there were only two bottles of soft drinks left on that day, and in the time-restriction condition, it was announced that it was the last day of drink sales. After reading the notice, participants were asked to indicate how they evaluated the product. A one-way analysis of variance and multiple comparisons revealed that the mean intent-to-purchase in the time-restriction condition only, was significantly greater than that in the control condition, which supported Hypothesis 2. Theoretical and practical implications of these findings are discussed.
- Subjects :
- 説得
心理的リアクタンス
消費者行動
psychological reactance
希少性
scarcity
consumer behavior
persuation
Subjects
Details
- Language :
- Japanese
- ISSN :
- 18800548
- Volume :
- 15
- Database :
- OpenAIRE
- Journal :
- 昭和女子大学生活心理研究所紀要 = Annual bulletin of Institute of Psychological Studies, Showa Women's University
- Accession number :
- edsair.jairo.........6e0656e4086789c173f34b116d4c9173