...Yuying Zheng; Yifan Wang; Libing Shu; Jiecao He; Ming Lin Purpose This research integrates cue utilization and psychological reactance to explore the impact of relative platform score (RPS), calculated as perceived platform score minus objective platform-generated score, on individuals’ behavioral...

... of psychological reactance in this process. Design/methodology/approach Two experiments were conducted to examine the interactive effects of message sidedness and green benefit appeals on consumers’ purchase intentions. Psychological reactance was measured to assess its mediating role in the relationship...

...Xiaoling Zhang Purpose This study aimed to verify the impact of consumers' self-congruity on brand loyalty behavior when stock-out happens; the role of the psychological reactance theory as a mediator was assessed. Design/methodology/approach Data collection was carried out in the form...