Browsing UW-Oshkosh Theses, Clinical Papers, and Field Projects by Subject "Brand loyalty"
Now showing items 1-1 of 1
-
THE MODERATING EFFECTS OF CONSUMER LOYALTY ON THREAT TO FREEDOM OF CHOICE AND PSYCHOLOGICAL REACTANCE
(2009-05)Psychological reactance is triggered when there is a threat to a freedom of choice. The following study manipulated a situation to present both a high and a mild message threatening the participants' freedom of choice. In ...