Do I More (Or Less) Deeply Process Messages When I Am the Source? the Effect of Customization on Information Processing Mediated By Perceived Control, Perceived Identity and Self-Control Resources

By customizing their own media technologies, consumers become active sources, rather than passive audiences, in communication processes. The study investigates the effect of customization on how consumers process product-related information. The study also tests how psychological outcomes of customization (i.e. perceived control and identity) and self-control resources mediate this effect.



Citation:

Hyunjin Kang (2016) ,"Do I More (Or Less) Deeply Process Messages When I Am the Source? the Effect of Customization on Information Processing Mediated By Perceived Control, Perceived Identity and Self-Control Resources ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 740-740.

Authors

Hyunjin Kang, Nanyang Technological University, Singapore



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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