Doing It the Hard Way: Low Personal Control Drives Preference For High-Effort Products
Despite the common notion that ‘easier=better,’ across five studies we demonstrate that low feelings of control lead consumers to reject products where little personal effort is required in favor of products where high personal effort is required to achieve the same outcome. Seemingly irrational, such choices restore feelings of control.
Keisha M. Cutright and Adriana Samper (2013) ,"Doing It the Hard Way: Low Personal Control Drives Preference For High-Effort Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Keisha M. Cutright, University of Pennsylvania, USA
Adriana Samper, Arizona State University, USA
NA - Advances in Consumer Research Volume 41 | 2013
J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking
YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University
R12. Brand Primes Can Satiate (Important) Consumer Goals
Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada
E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival
Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong