Applying reactance theory to study consumer responses to COVID restrictions: a note on model specification

PurposeThe purpose of the study is to highlight the relevance of reactance theory for modeling consumer responses to COVID restrictions. The study also aims to critically evaluate the appropriateness of the most established reactance model (the intertwined model) for studying reactance specifically...

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Bibliographic Details
Published in:International marketing review Vol. 40; no. 5; pp. 894 - 905
Main Authors: Matarazzo, Michela, Diamantopoulos, Adamantios
Format: Journal Article
Language:English
Published: London Emerald Publishing Limited 12.12.2023
Emerald Group Publishing Limited
Subjects:
Behavior
Communication
Compliance
Consumers
Coronaviruses
COVID-19
Ownership changes
Pandemics
Public health
Threats
Consumer behavior
Reactance theory
COVID restrictions
Model specification
ISSN:0265-1335, 1758-6763
Online Access:Get full text
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Summary:PurposeThe purpose of the study is to highlight the relevance of reactance theory for modeling consumer responses to COVID restrictions. The study also aims to critically evaluate the appropriateness of the most established reactance model (the intertwined model) for studying reactance specifically in relation to freedom threats arising from measures aimed at combatting the spread of the pandemic.Design/methodology/approachFollowing a conceptual analysis of the intertwined model of reactance, structural equation modeling is applied to Rain's (2013) meta-analytic data to compare the model to alternative model specifications.FindingsThe analysis reveals both conceptual and statistical shortcomings of the intertwined model of reactance in its current/traditional form. It also draws attention to other model specifications that provide just as good statistical fit and offer promising alternative ways of modeling reactance in a COVID context.Originality/valueThe study is the first attempt to explicitly discuss conceptual and statistical problems associated with the most widely accepted model of reactance, illustrate these issues with specific reference to consumer reactions to COVID restrictions, identify alternative promising model specifications and suggest a respecification of the intertwined model.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
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ISSN:0265-1335
1758-6763
DOI:10.1108/IMR-12-2021-0370