Regaining Control Or Avoiding Risk: When Social Crowdedness Inhibits Versus Encourages Preference of Diy Product
This paper proposes an important outcome of social crowdedness, loss of control, which results in the motivation of control restoration and the preference for control regaining products (DIY product). The results also showed that when DIY product fails to be a mean of control restoration, avoidance motivation dominates consumers’ choice.
Pei-Wen Fu, Chun-Ming Yang, and Chi-Cheng Wu (2016) ,"Regaining Control Or Avoiding Risk: When Social Crowdedness Inhibits Versus Encourages Preference of Diy Product", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 731-731.
Pei-Wen Fu, National Sun Yat-sen University, Taiwan
Chun-Ming Yang, Ming Chuan University, Taiwan
Chi-Cheng Wu, National Sun Yat-sen University, Taiwan
NA - Advances in Consumer Research Volume 44 | 2016
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