The emergent field of green supply chain management has been rapidly evolving with a geometric growth in the number of academic publications in this field. A number of literature reviews have been published focusing on specific aspects of green supply chain management such as performance...

Current economics textbooks and neoclassical economists justify a theory of consumer behaviour based on utility maximisation on a priori grounds. This methodology follows Lionel Robbins' idea that economic theory is based on logical deduction from postulates which are "simple and indisputable...

Relationship marketing is based on the assumption of the customers’ commitment. This commitment may be multidimensional, with an affective dimension and a calculative one. Commitment is shown to be linked to trust. Relationship marketing has not paid a lot of attention to psychological...

This study is the first economic experiment that tests the economic significance of the theory of psychological reactance (Brehm, 1966). For this purpose, I design an economic experiment in which subjects are asked to express their valuation of two-choice situations. In one case, subjects are...

This conceptual article presents the current criticisms to relationship marketing and important concepts developed in marketing and psychology to understand consumer reactance toward services packaged as formal contracts. A first part presents the numerous questions that researches are raising...

As commitment is at the core of relationship programs, the latter should share similarities with prevention programs, which are key to the health sector. A field study with a dental network show that anxiety toward illness and trust toward the practitioner are key determinants to commitment to a...

Relationship marketing makes an implicit assumption : customers are committed. This commitment is based on the existing trust between the customer and the service provider. However, customers may reject commitment, because of psychological reactance, without any loss of trust. This article...

Here we propose a dual process model to reconcile two contradictory predictions about how people respond to restrictive policies imposed upon them by organizations and systems within which they operate. When participants’ attention was not drawn to the restrictive nature of the policy, or when...