Less Choosing, More Doing! Desire For Choice Is Eliminated By Procedural Control in the Consumption Process
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 786-786.
Linda Hagen, Ross School of Business, University of Michigan, USA
NA - Advances in Consumer Research Volume 42 | 2014
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