...Thomas Freudenreich; Elfriede Penz Purpose Grounded in the psychological reactance theory, this study aims to explore more effective strategies to promote environmentally friendly mobility preferences by examining the interplay between individual value orientations, perceived freedom threats...

... an antecedent of patience and whether their thoughts regarding anticipated purchase with the chosen monetary option (i.e. hedonic versus utilitarian purchase) mediate the relationship. Study 2 analyzes whether psychological reactance toward larger-later options is a mediator in this relationship using...

... when its face value is low, this backfire effect is attenuated when the coupon’s face value is high. Furthermore, Studies 1 and 2 provide evidence that psychological reactance is the process underlying this backfire effect. Originality/value Consumers respond negatively to coupons with restrictive...