Psychological mechanisms leading to rebound purchase decisions after political tensions ease: From boycott to buyback
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This paper has explored the psychological processes of rebound purchase behavior after the de-escalation of the political situations, and the target consumers were a group of consumers in Jordan. With the help of quantitative survey method and SPSS analysis of the answers given by 370 consumers, the results are emphatic that alleviation of political tensions can lead to rebound buying behavior and post-boycott buying behavior. The model showed a high explanatory power as it was able to explain 78.3 percent rebound purchasing which proves the strength of the proposed psychological framework. Of the analyzed factors, the dissonance reduction became the strongest force, as it stressed the importance of cognitive consistency in making consumers excuse their shift to the old brands that it boycotted. Emotional reconciliation was also an important aspect by turning any negative emotions related to the boycott to a positive affect when the tensions are over. Conflict resolution also contributed to buyback through the ethical and moral closure, and the least impactful social proof normalization demonstrated the contribution of the changed social norms to the legitimizing of the repurchase behavior. Together the results can add to the literature of consumer behavior showing that rebound purchasing is not only economic but it is also firmly based on psychological and emotional mechanisms influenced by political settings.
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How to Cite
Hashem, T. N. & Hmeidan, T. M. A.. (-0001). Psychological mechanisms leading to rebound purchase decisions after political tensions ease: From boycott to buyback. Journal of Business and Retail Management Research, Volume 21 Issue 01.
Citation Context
APA
Hashem, T. N. & Hmeidan, T. M. A.. (-0001). Psychological mechanisms leading to rebound purchase decisions after political tensions ease: From boycott to buyback. Journal of Business and Retail Management Research, Volume 21 Issue 01.
MLA
Hashem, Tareq Nael, and Tahreer M. Abu Hmeidan. "Psychological mechanisms leading to rebound purchase decisions after political tensions ease: From boycott to buyback." Journal of Business and Retail Management Research, Volume 21 Issue 01, -0001.
Chicago
Tareq Nael Hashem and Tahreer M. Abu Hmeidan. "Psychological mechanisms leading to rebound purchase decisions after political tensions ease: From boycott to buyback." Journal of Business and Retail Management Research Volume 21 Issue 01 (30 Nov -0001).
Harvard
Hashem, T. N. & Hmeidan, T. M. A. (-0001) Psychological mechanisms leading to rebound purchase decisions after political tensions ease: From boycott to buyback. Journal of Business and Retail Management Research, Volume 21 Issue 01
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