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

Denis Darpy (1) , Isabelle Prim-Allaz (2)

1 DRM - Dauphine Recherches en Management
2 COACTIS - COnception de l'ACTIon en Situation

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.

Mots clés: psychological reactance; relationship proneness; commitment; dental prevention programme; health marketing

Mots clés: réactance psychologique; orientation relationnelle; engagement; programme de prévention dentaire; marketing santé

Domaines: Gestion et management; Santé publique et épidémiologie

Denis Darpy, Isabelle Prim-Allaz. The role of psychological reactance and relationship proneness in the commitment decision: An application to a dental prevention programme. 1ère Journée Internationale du Marketing Santé, Nov 2010, Lille, France. http://jims.iaelille.fr. ⟨halshs-00555056⟩