The Risk of Autonomy: a Dual-Process Model of How Autonomy Makes the Experience Pleasurable Depending on Risk Perception

Through three studies, we demonstrate that the pleasure derived from the experience of autonomy varies as a function of whether consumers perceive the situation in which they have autonomy as risky. Specifically, we show that autonomy leads either to stress or personal control depending on the level of risk.



Citation:

Renaud Lunardo and Camille Saintives (2017) ,"The Risk of Autonomy: a Dual-Process Model of How Autonomy Makes the Experience Pleasurable Depending on Risk Perception", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 758-761.

Authors

Renaud Lunardo, Kedge Business School, France
Camille Saintives, INSEEC Business School, France



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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