Without any doubt, gasoline paved the way alongside technology for some innovative inventions that up to this point are still used for consumption. However, we know that it is not a renewable resource. Science tells us that. Sooner or later, it will diminish and will force other people to look for other sources of energy.
The effects of rising gasoline prices may affect the psychological reactance of a consumer thus may initiate different ways in order to not provoke their reactance towards their products. In one way or another, the consumers can show any form of emotions once their freedom is touched or rather provoked, a definite action shall be observed.
Psychological Reactance can be seen in the behavior, beliefs, affects, and attitudes of the consumer in a given situation. Reactance would pertain to the motivational state of the person whose freedom is threatened. “Freedom” is referred to as the ability to choose among two or more different alternatives of a consumer good, including the alternative of not purchasing the said good. It is based on the “Reactance Theory”, which deals with specific, discrete, behavioral and attitudinal freedoms that people act upon in everyday life. These freedoms can be identified in this study as the choices which the consumers can make when purchasing gasoline in the situation where they are faced with the threat of rising prices and the influence of the marketers who would try to use different promotional strategies in order to attract the consumers to purchase from their retail gasoline stations. The general effect brought into play by this reactance arousal will usually mean that the consumer will be increasingly interested in whatever free behaviors or attitudes are threatened, in this case, the freedom of buying ...