Abstract
In a scenario in which the State is unable to serve the entire population, private health organizations have emerged, offering health plans and private assistance, called supplementary health systems. Given this context, the theme of this work is the study of the effect of psychological reactance on the satisfaction of users of supplementary health plans. The empirical phase was conducted through a survey with 145 university students. Data analysis, conducted through the macro PROCESS, indicated that the valuation of supplementary health care providers is closely related to the level of individual reactance of the user and the way the plan is contracted. Furthermore, freedom of choice of the operator minimizes negative evaluations from individuals with high psychological reactance.
Highlights
Psychological reactance is the negative emotional reaction to the loss of freedom, and it occurs when people feel that others are limiting their choices or their range of alternatives (Brehm & Brehm, 1981; Van Petegem et al, 2015)
The regressive model found a direct and negative effect between the type of plan contraction and the stated satisfaction (β=-2.223, 95% CI [-3.880, -0.567], t(136)= -2.655, p < 0.01). It identified a negative effect between psychological reactance and respondent satisfaction (β=-0.592, 95% CI [-0.755, -0.322], t (136)=-4.929, p < 0.01)
The results indicated that respondents demonstrate higher levels of satisfaction when the choice of supplementary health care provider occurs freely, while satisfaction levels are lower when the choice is coercive
Summary
Psychological reactance is the negative emotional reaction to the loss of freedom, and it occurs when people feel that others are limiting their choices or their range of alternatives (Brehm & Brehm, 1981; Van Petegem et al, 2015). This phenomenon is sensitive to the degree of direct coercive influence that the individual suffers. According to Brehm and Brehm (1981), individuals generally react in an attempt to regain the freedom that was threatened, causing opposition to the agent responsible for reactance Sometimes this reaction is expressed by aggression to the agent. Individuals with a high degree of reactance will make less positive evaluations of their current consumption options (Brehm & Brehm, 1981; Mittal, 2015; Chatterjee, Chollet, & Trendel, 2017)
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