• Journal of Korean Public Health Nursing
• /
• v.35 no.2
• /
• pp.283-296
• /
• 2021

Purpose: The aim of this study was to investigate the influence of threat perception and psychological reactance to graphic health warnings on cigarette packages on intention to quit smoking among smoking adolescents. Methods: The participants were 185 smoking adolescents attending two industrial specialized high schools, who had witnessed graphic health warnings on cigarette packages within the previous 30 days. Collected data were analyzed using descriptive statistics, the t-test, one-way analysis of variance, Pearson's correlation coefficients, and hierarchical multiple regression analysis using SPSS/WIN Ver. 25.0. Results: The results showed that participant threat perception (𝛽=.14, p=.037) after witnessing a cigarette warning message had a positive influence on intention to quit smoking. On the other hand, psychological reactance (𝛽=-.23, p=.001) showed a negative influence on intention to quit smoking. Conclusion: When designing and developing a message for smoking adolescents, customized messages are required to reflect teenagers' characteristics and raise threat perception and lower psychological reactance. In addition, we propose a future study be conducted to determine the influences of various psychological determinants, including self-efficacy and skills, on threat perception and psychological reactance to graphic health warnings on cigarette packages among smoking adolescents.

• Fashion & Textile Research Journal
• /
• v.17 no.5
• /
• pp.770-780
• /
• 2015

This study intended to explore fundamental causes affecting consumers' response actions from psychological factors in the situation of sellout occurring during shopping in online fashion stores. In addition, this study devised a virtual online shop in order to measure consumers' cognitive and emotional psychological responses they experienced when goods were sold out. The subjects involved women in 20s~30s, major customers of online shopping, and the subjects were randomly allocated to one of eight questionnaire forms (2(stockout size: high vs low)${\times}2$(product assortment similarity: similar vs. dissimilar)${\times}2$(restocking cue: included vs excluded)). The number of final data used for the analysis was 336 and through SPSS 21.0 program, two-way ANOVA and bootstrap were utilized. The analysis result was that consumers' psychological responses (emotions, psychological reactance) of online shops differed by means of varying stockout situations. The stockout size had positive effect on psychological reactance and negative emotions. On the other hand, there was no difference in positive emotions (arousal) according to stockout size. In stockout situation of online fashion store, the moderating effect of product assortment similarity and restocking cues were verified. According to the analysis result, interaction effects between stockout size and restocking cues, product stockout size and product assortment for psychological reactance were significant. Lastly, the mediation effect of psychological reactance and emotion between stockout size and behavioral response was tested. As a result, the moderated mediation effects of psychological reactance for substitute were significant when product assortment was dissimilar and restocking cue was exclude.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.14 no.6
• /
• pp.2707-2716
• /
• 2013

The purpose of this paper is to focus on the analysis of organizational members' psychological reactance factors on IT governance control in various types of organizations by the use spreading of individual devices. For this, a model was made based on previous researches related to IT governance control, the scale of organizational members' psychological reactance and the expectancy theory. The statistical significance of organizational members' psychological reactance factors and attitude on IT governance control was tested by the Hong's psychological reactance scale, the level of reward according to expectancy theory, the position in organization and organization size. This study shows controls for achieving the managerial goal of company and an analytical framework generated by analyzing systematically organizational members' psychological reactance factors by IT governance and managerial implications on IT governance control are also presented.

• Asia pacific journal of information systems
• /
• v.17 no.1
• /
• pp.123-145
• /
• 2007

There are flourishing studies in the acceptance or usage of information systems literature. Most of them have taken the pro - acceptance view. Undesirably, information technologies often provoke users' reactance or resistance. This paper explores one of the negative reactions -psychological reactance. The present paper studies the effects of the users' perception of threatened freedom and personalization degree on intention to use recommendation services. High personalization can be a major motivation for users to accept recommendation systems. However recommendation services are a two-edged sword, which not only provides users the efficiency of decision making but also poses threats to free choice. When people consider that their freedom is reduced or threatened by others, they experience the motivational state to restore the freedom. This motivational state must be considered in understanding usage of information systems, especially personalized services which are designed for persuasion or compliance. This paper empirically investigates the effect of personalization and the psychological reactance on the intention to use information systems in the personalized recommendation context. Users' perception of personalization increases the usefulness of recommendation service while their perception of threat to freedom reduces the intention to use personalized recommendation service. Findings and implications are discussed.

• Asia pacific journal of information systems
• /
• v.19 no.4
• /
• pp.29-45
• /
• 2009

In the information age, cheap price of information processing and advances in personalization technology have allowed companies to enhance the relationships with their existing customers and to expand their customer base by effectively attracting new customers. However, most customers are reluctant to provide their personal information to companies. This study explores the tension between companies' desire to collect personal information to offer personalized services and their customers' privacy concerns. The psychological reactance theory suggests that when individuals feel that their behavioral choice is threatened or restricted, they are motivated to restore their freedom. Therefore, despite the expected benefits from personalized services, customers may perceive the services to be restrictive of their freedom to choose. This adverse effect may undermine the relationships between companies and their customers. We conducted experiments to explore the dynamic roles of transactional and environmental factors in motivating customers to provide personal information. We revisited online privacy issues from the perspective of psychological reactance. For the experiments, we created an online shop and randomly assigned the participants to one of the two experimental conditions-high and low levels of information requirements. The results of the experiment indicate that threatening the free choice serves as a transactional cost in online profiling. On the other hand, the expected benefits of personalization services have positive correlations with customers' willingness to provide personal information. This study explains privacy based on transactional and environmental factors. Our findings also indicate that the environmental factors such as the Internet privacy risk and trust propensity do not significantly affect the willingness to provide personal information when firms required much personal information. Implications and contributions are discussed.

• Journal of Family Resource Management and Policy Review
• /
• v.12 no.3
• /
• pp.1-21
• /
• 2008

Research has emphasized that relationship marketing programs enhance customer satisfaction and reduce switching intentions by building switching barriers. However, the psychological reactance theory demonstrates that building switching barriers can make customers fsel that the alternative not chosen is more attractive, because their freedom of choice has been deprived. It can be hypothesized that a relationship marketing program, which is intended to offer various benefits to customers, may not result in positive customer attitude and behavior. This paper examines the effects of relationship marketing programs on customers' perceptions of switching cost and loss of freedom. The effects of those perceptions on customer satisfaction and switching intentions were identified. In addition, the moderating role of personal reactance was examined. The results of this study suggest that (1) perceived switching cost has significant influence on boosting perceived loss of freedom; (2) perceived loss of freedom has no significant effects on customer satisfaction; (3) perceived loss of freedom enhances customers' switching intentions. Furthermore, psychological reactance has a significant influence on customers' switching intentions. This study concludes that the role of relationship marketing programs should be reconsidered, especially in terms of customers' switching intentions. Customer satisfaction is not the key factor of predicting customers' future behavior.

• Knowledge Management Research
• /
• v.11 no.5
• /
• pp.79-90
• /
• 2010

As the volume of South Korean trading increased, the pressure from the international community on South Korea to perform export control system for strategic items (ECS) increased as well. However, the South Korean government has been giving a tepid response toward the ECS, due to lack of the knowledge on psychological reactance of firms. This paper investigates the structural relationships between environmental factors and the attitude toward the ECS, and the adoption of the ECS. The author discuss the implications of the findings in this article which are useful for the government to find strategic policy direction.

• Korean journal of communication and information
• /
• v.80
• /
• pp.143-166
• /
• 2016

Recently, industrial values of big data as an important force of future society have been vastly paid attention. At the same time, more concerns about their private informations' disclosure online still echo around us, especially for them who have experiences of their personal information open online. This study aims to examine the questions; how people think about their personal information revealed online?; how much they have 'psychological reactance'?; what attitudes they have toward a certain governmental regulations on this? The findings of this study indicate that we should have more attentions to protect 'privacy' in the age of big-data and still need to make a lot of efforts to prepare a feasible regulation guide on this issue.

• Asia Marketing Journal
• /
• v.14 no.1
• /
• pp.131-157
• /
• 2012

Despite the voluminous research on switching barriers, the notion that they can generate negative responses has not been investigated. Further, a critical question is what determines the strength of such negative responses. To address this question, the classic theory of psychological reactance is briefly reviewed, and the idea of switching barrier is advanced. This study attempts to suggest a model on the negative effects of switching- frustrated situation, based on the studies on psychological reactance. According to psychological reactance theory(Brehm 1966), whenever a freedom is threatened or removed, individuals are motivated, at least temporarily, to restore their freedom. For example, if individuals think they are free to engage in behaviors .v, y, or z, then threatening their freedom to engage in x would cause psychological reactance. This reactance could be reduced by an increase in the perceived attractiveness of engaging in, the threatened behavior(Kivetz 2005). This investigation seeks to extend existing switching barrier research in three important ways. First, while the past research has emphasized only positive role of switching barrier, this study address negative role of it by applying psychological reactance theory. Second, to find negative results of switching barrier, I suggest negative psychological response including regret to the past choice, resentment to the present provider, and strong desire to the alternative provider. Third, I suggest the perceived severity of the switching barriers, the attractiveness of the alternative as switching-frustrated situation which can lead to negative results. And, in addition to these relationships, I added moderated effects of perceived justice for better explanation. So this study includes the following hypotheses. H1-1 ~ H1-3: The attractiveness of the alternative has a positive effect regret to the past choice (h1-1), resentment to the present provider (h1-2), and strong desire to the alternative provider (h1-3). H2-1 ~ H2-3 : The perceived severity of the switching barrier has a positive effect regret to the past choice (h2-1), resentment to the present provider (h2-2), and strong desire to the alternative provider (h2-3). H3-1 ~ H3-3 : The positive relationships between the attractiveness of the alternative and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. H4-1 ~ H4-3 : The positive relationships between the perceived severity of the switching barrier and consumer' negative responses will be stronger at low level of perceived justice than at high level of perceived justice. Survey research is employed to test hypotheses involving perceived severity of the switching barrier(Hess 2008), attractiveness of the alternative(Anderson and Narus 1990; Ohanian 1990),regret(Glovich and Medvec 1995), resentment, strong desire(Alcohol Urge Questionaire: Bohn et al. 1995), perceived justice(Bies and Moag 1986; Clemmer 1993; Lind and Tyler 1998). Previous researches, such as reactance theory, emotion and service failure, have been referenced to measure constructs. All items were measured on a 7-point Likert scale ranging from "strongly disagree" to "strongly agree". We collected data involving various service field, and used 249 respondents to analyze these data using the moderated regression. The results of our analysis suggest, as expected, that the perceived severity of the switching barrier had positive effects on regret to the past choice(b = .197, p< .01), resentment to the present provider(b = .214, p< .01), and strong desire to the alternative provider(b = .254, p< .001). And the attractiveness of the alternative had positive effects on regret to the past choice(b = .353, p<.001), resentment to the present provider(b = .174, p< .01), and strong desire to the alternative provider(b = .265, p< .001). However, our findings indicate perceived justice partly moderates relationship between switching-frustrated situation and psychological negative response. The study has brought to light a number of insights between switching barriers and consumer' negative responses that have been subject to little prior research. In particular, this study adds to the existing understanding of the psychological responses to switching barriers in switching- frustrated situation. This research therefore has significance to marketers for strategic marketing programs, particularly in terms of customer retention and switching barrier strategies. Since consumers could exhibit negative responses to switching barrier, companies would be able to lose their customer when they thoughtlessly use switching barrier for remaining customer. Although the study has these contributions, there are several limitations including unsupported hypotheses and research method. So, we need to make up for these limitations in the future researches.

• The Journal of the Korea Contents Association
• /
• v.16 no.11
• /
• pp.223-239
• /
• 2016

We study online gaming regulations and examine the reactance and attitude of the targeted group. To be specific, we focus on the 'Shutdown Law' due to its scope and magnitude of its influence. The Shutdown Law was enforced to prevent adolescence's immersion in or addiction to online gaming; however, its effectiveness has yet to reach a consensus. Our empirical findings show that the reactance to the regulation is stronger as game usage increases; surprisingly the effect of game usage on reactance weakens among the affected adolescence's group, compared to the adult counterpart. Furthermore, heavy users in the targeted group are more likely to play online gaming to mingle with their peers, and thus more likely to play other activities that friends participate in. These results suggest that online games play a role to cultivate peer-culture among adolescence and facilitate their communication.