Perceived Choice Freedom and Consumers’ Receptiveness to Persuasive Information

Wentao Yuan, New School for Social Research
Ravi Dhar, Yale University
Choice freedom is greatly valued by consumers. Intrusive persuasion attempts often threaten choice freedom and induce psychological reactance. On the other hand, as illustrated in this paper, the perception of comfortable choice freedom and self control can make people become less cautious and more susceptible to potentially unreliable persuasive information. In three studies we show that when people were given greater choice freedom, such as the freedom of not choosing any available options, they were more likely to choose a recommended product or a popular product as claimed by the retailer.
[ to cite ]:
Wentao Yuan and Ravi Dhar (2008) ,"Perceived Choice Freedom and Consumers’ Receptiveness to Persuasive Information", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 249-252.