The impact of psychological reactance on the purchase decision in the context of advertising communication: literature review

Abstract

In a constantly evolving digital environment, consumers benefit from increased access to information, enhancing their autonomy and critical thinking. Faced with this transformation, advertising is encountering a major obstacle: psychological reactance. This mechanism is activated when individuals perceive an infringement on their freedom of choice, generating cognitive and emotional resistance to persuasive messages. The contemporary consumer thus becomes less receptive to strategies perceived as intrusive or manipulative, compromising the relationship of trust with the brand and weakening loyalty. From then on, it is imperative for marketing professionals to grasp the psychological springs of this reactance to adapt their communication approaches. This theoretical study aims to explore the dimensions of psychological reactance and analyze its impact on purchasing behavior, while identifying the moderating factors likely to mitigate its effects in a context where the consumer plays an active role in their decisions. It is based on an integrative literature review, allowing to unify existing works and to propose a structured reading of the studied phenomenon.

Classification JEL:  D12 M31 M37

Paper type: Theoretical Research