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    Psychological reactance theory in marketing literature
    (İbrahim APAK, 2024) Topcugil, Saniye Beyza
    This study examines the Psychological Reactance Theory published in 11 leading journals of marketing literature in the last 19 years and analyzes 47 articles using a systematic literature search method. This study discusses what psychological reactance theory is, which topics, theories, and models are studied in marketing, and which topics may be appropriate to be studied with this theory.As a result of the systematic review, marketing studies dealing with Psychological Reactance Theory are grouped under two main headings. These two main titles are based on the perspective of the business, which wants to make sure that the message to be given to the consumer is correct in terms of both content and process and the perspective of the consumer who receives the message and forms attitudes and behaviors by processing this message in his/her mind. It has been observed that studies that address Psychological Reactance Theory from the business perspective in marketing often use this theory in promotion research, and the topics are diversified in the focus of advertising, message language, product placement, physical space, product features, salesperson and digital assistants. From the consumer perspective, factors such as personal characteristics, religion, political views, culture and social environment that affect an individual's reactance tendency have been discussed with Psychological Reactance Theory.