Less Choosing, More Doing! Procedural Control Inoculates Against the Allure of More Choice

Abundant literature reports a preference for large over small assortments. We reveal 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.



Citation:

Linda Hagen and Katherine Burson (2017) ,"Less Choosing, More Doing! Procedural Control Inoculates Against the Allure of More Choice", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 645-647.

Authors

Linda Hagen, University of Southern California, USA
Katherine Burson, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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