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Keywords: Consumer autonomy
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Journal Articles
Journal of Services Marketing 1–17.
Published: 01 June 2026
... attempt to influence their behavior (Brehm, 1966). Consumer reactance is an unpleasant motivational state that results when individuals perceive a lack of control and feel that their autonomy is threatened (Brehm, 1966 ; Clee and Wicklund, 1980). Threats to a consumer’s autonomy can be constituted...
Includes: Supplementary data
Journal Articles

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