When a Sequence of Decisions Leads to Unfavorable Outcome: the Conflicting Roles of Perceived Control

Robert S. Wyer, Chinese University of Hong Kong, Hong Kong, China
Lisa C. Wan , Chinese University of Hong Kong, Hong Kong, China
Maggie Y. Chu, Chinese University of Hong Kong, Hong Kong, China
Many consumption situations involve a sequence of decisions. Consumers’ control over these decisions can have conflicting implications when the outcome is unfavorable. This research examines how the control at each point in the sequence influences evaluative judgments and resolves the ambiguity regarding the role of perceived control.
[ to cite ]:
Robert S. Wyer, Lisa C. Wan , and Maggie Y. Chu (2013) ,"When a Sequence of Decisions Leads to Unfavorable Outcome: the Conflicting Roles of Perceived Control", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.