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The role of psychological reactance and relationship proneness in the commitment decision: An application to a dental prevention program

Prim-Allaz, Isabelle; Darpy, Denis (2010), The role of psychological reactance and relationship proneness in the commitment decision: An application to a dental prevention program, 1ère Journée Internationale du Marketing Santé, 2010-11, Lille, France

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Type
Communication / Conférence
Date
2010
Conference title
1ère Journée Internationale du Marketing Santé
Conference date
2010-11
Conference city
Lille
Conference country
France
Pages
23
Metadata
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Author(s)
Prim-Allaz, Isabelle
Darpy, Denis
Abstract (EN)
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 prevention protocol. In addition, psychological reactance and relationship proneness are shown as antecedents of the commitment predictors. While reactant people may not commit to prevention programs, relational type of persons are keen to accept recommendations from the practitioner. Anxiety toward illness is viewed as an intermediate variable.
Subjects / Keywords
health marketing; psychological reactance; relationship proneness; commitment; dental prevention programme
JEL
I11 - Analysis of Health Care Markets
I18 - Government Policy; Regulation; Public Health

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