Less Choosing, More Doing! Desire For Choice Is Eliminated By Procedural Control in the Consumption Process

Linda Hagen, Ross School of Business, University of Michigan, USA
Abundant literature reports a preference for large over small assortments. This paper reveals that this preference for more choice is driven by a desire for control, and as a result, granting consumers procedural control (through co-production) eliminates the lure of large assortments. This interactive effect is mediated by perceived control.
[ to cite ]:
Linda Hagen (2014) ,"Less Choosing, More Doing! Desire For Choice Is Eliminated By Procedural Control in the Consumption Process", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 786-786.