Promotion Reactance: The Role of Effort-Reward Congruity

@article{Kivetz2005PromotionRT,
  title={Promotion Reactance: The Role of Effort-Reward Congruity},
  author={Ran Kivetz},
  journal={Journal of Consumer Research},
  year={2005},
  volume={31},
  pages={725-736}
}
  • Ran Kivetz
  • Published 2005
  • Psychology
  • Journal of Consumer Research
Incentives may simultaneously entice consumers and arouse reactance. It is proposed that consumers reaffirm their autonomy by choosing rewards that are congruent with the promoted consumption effort (choosing reward x over reward y, given effort x). Such congruity allows consumers to construe their behavior as intrinsically motivated rather than externally induced, because the effort is its own reward. Supporting this conceptualization, the results indicate that preferences for effort-congruent… Expand

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