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Applying reactance theory to study consumer responses to COVID restrictions: a note on model specification
International Marketing Review ( IF 5.774 ) Pub Date : 2022-05-03 , DOI: 10.1108/imr-12-2021-0370
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 (the intertwined model) for studying reactance specifically in relation to freedom threats arising from measures aimed at combatting the spread of the pandemic.

Design/methodology/approach

Following a conceptual analysis of the intertwined model of reactance, structural equation modeling is applied to Rain's (2013) meta-analytic data to compare the model to alternative model specifications.

Findings

The analysis reveals both conceptual and statistical shortcomings of the intertwined model of reactance in its current/traditional form. It also draws attention to other model specifications that provide just as good statistical fit and offer promising alternative ways of modeling reactance in a COVID context.

Originality/value

The study is the first attempt to explicitly discuss conceptual and statistical problems associated with the most widely accepted model of reactance, illustrate these issues with specific reference to consumer reactions to COVID restrictions, identify alternative promising model specifications and suggest a respecification of the intertwined model.



中文翻译:

应用电抗理论研究消费者对 COVID 限制的反应:关于模型规范的注释

目的

该研究的目的是强调电抗理论在模拟消费者对 COVID 限制的反应方面的相关性。该研究还旨在批判性地评估最成熟的电抗模型(交织模型)的适用性,以专门研究与旨在对抗大流行蔓延的措施所产生的自由威胁相关的电抗。

设计/方法/方法

在对相互交织的电抗模型进行概念分析之后,将结构方程模型应用于 Rain (2013) 的元分析数据,以将该模型与替代模型规范进行比较。

发现

该分析揭示了当前/传统形式的相互交织的电抗模型在概念和统计上的缺陷。它还引起了对其他模型规范的关注,这些规范提供了同样好的统计拟合,并提供了在 COVID 环境中建模电抗的有希望的替代方法。

原创性/价值

该研究首次尝试明确讨论与最广泛接受的电抗模型相关的概念和统计问题,具体参考消费者对 COVID 限制的反应来说明这些问题,确定替代的有希望的模型规范,并建议重新规范交织模型。

更新日期:2022-05-02
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