The Effect of Past Usage Pattern on Preference For Current Tariff: Can I Control Myself?

Young-Soo Kim, Korea Advanced Institute of Science and Technology, Republic of Korea
Do-Hyung Park, LG Electronics Inc., Republic of Korea
The current research examines the relationship between past usage patterns and current tariff choice. First, we examined how consumers’ preference for tariffs changes when the past usage pattern is fluctuating depending on the content type (Study 1). Second, we proposed the underlying mechanism to explain consumers’ tariff choice by using self-control and perceived risk (Study 2). Specifically, if consumers think themselves to have the high level of self-controllability, they choose the tariff that fits the norms of each content usage. Otherwise, they choose the tariff based on the risk related to the failure of tariff choice.
[ to cite ]:
Young-Soo Kim and Do-Hyung Park (2009) ,"The Effect of Past Usage Pattern on Preference For Current Tariff: Can I Control Myself?", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 579-580.