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

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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More

Featured

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More

Featured

Meaningful Numbers: Consumer Response to Verbal Reaffirmation of Numerical Nutrition Information

Steffen Jahn, University of Goettingen, Germany
Monique Breaz, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School
Yasemin Boztug, University of Goettingen, Germany

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.