... and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode Reactance theory is applied to investigate consumer responses to “buy local” campaigns initiated...

...Michela Matarazzo; Adamantios Diamantopoulos Purpose The purpose of the study is to highlight the relevance of reactance theory for modeling consumer responses to COVID restrictions. The study also aims to critically evaluate the appropriateness of the most established reactance model...