When second-hand markets confront their ghosts: Insights from psychological reactance theory in Douala-Cameroon

The consumption of second-hand products in Douala (Cameroon) unfolds within a fragile equilibrium shaped by informal market dynamics, social norms, and culturally embedded representations. Drawing on participant observations and semi-structured interviews, this study shows that second-hand purchasing extends far beyond an economic decision. Technical uncertainty, social stigma, culturally rooted beliefs about the prior use of objects, and the lack of clear legal protections structure consumers’ hesitations. These barriers do not merely generate avoidance: they activate psychological reactance when individuals perceive that their freedom of choice is constrained whether by economic necessity, social expectations, or moral judgments and seek to restore autonomy while navigating community norms and symbolic risks. The findings extend psychological reactance theory by demonstrating that, in the informal markets of Douala, reactance arises not only from prescriptive messages but also from structural constraints, status-based evaluations, and culturally grounded interpretations of risk. Reactance is simultaneously shaped by spiritual beliefs, tensions between modern and traditional consumption norms, and collective narratives circulating within peer groups. Trust in sellers, products, and informal guarantees, as well as perceived value economic, social, and symbolic emerge as key levers for reducing reactance. The study offers context-specific managerial implications, including reframing second-hand purchasing as a competent and legitimate choice, strengthening local trust-building practices, developing non-prescriptive and culturally sensitive communication, and supporting informal markets through proportionate mechanisms that reduce risk without limiting consumer autonomy.