The Beauty of Boundaries: When and Why We Seek Structure in Consumption

Keisha Cutright, University of Pennsylvania, USA
How do consumers cope when they don’t believe they can control outcomes in their lives? They seek greater structure in consumption—or the sense that everything is in its designated place. Several experiments demonstrate that when feelings of control are low, individuals prefer bounded logos, products and environments in order to gain such structure.
[ to cite ]:
Keisha Cutright (2011) ,"The Beauty of Boundaries: When and Why We Seek Structure in Consumption", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 188.