.../methodology/approach Three formal experiments test the effect on participants’ responses of the perceived relevance of the supplementary service to the core service, personal psychological reactance, in the case of a high-relevance supplementary service, and self-monitoring, in scenarios in which a low...

... of three formal experiments tests the prediction that consumer reactions vary with the margin between actual and expected levels of service. The second examines the influence of the tendency to psychological reactance on participants’ responses to excessive service. The third assesses the effect...