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Can Psychological Contracts Decrease Opportunistic Behaviors?

Leinan Zhang1, Qingyan Zeng1, Liu Yang2

  • 1Department of Marketing, Business School, University of International Business and Economics, Beijing, China.

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Summary
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This study reveals that psychological contracts significantly enhance relationship quality and reduce opportunistic behaviors in marketing. Trust and commitment are key mediators, with dependence moderating the contract-quality link.

Keywords:
behavioral psychologydependenceopportunismpsychological contractsrelationship quality

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Area of Science:

  • Behavioral Psychology
  • Relationship Marketing
  • Organizational Behavior

Background:

  • Relationship marketing increasingly relies on behavioral psychology.
  • Existing research overlooks the negative aspects of interorganizational relationships.
  • Formal contracts do not fully prevent opportunistic behaviors.

Purpose of the Study:

  • Investigate the role of psychological contracts in mitigating opportunistic behaviors.
  • Examine the impact of psychological contracts on relationship quality.
  • Understand the moderating effect of dependence on the psychological contract-relationship quality link.

Main Methods:

  • Empirical analysis of psychological contracts and opportunistic behaviors.
  • Statistical modeling to assess the influence of trust and commitment.
  • Examination of the moderating role of dependence in buyer-seller relationships.

Main Results:

  • Psychological contracts positively influence relationship quality.
  • Psychological contracts negatively affect opportunistic behavior via trust and commitment.
  • Dependence moderates the positive relationship between psychological contracts and relationship quality.

Conclusions:

  • Psychological contracts are crucial for reducing opportunistic behaviors in marketing.
  • Trust and commitment mediate the positive impact of psychological contracts.
  • This research expands understanding of psychological contracts in relationship marketing.