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.
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.
Linda Hagen, University of Southern California, USA
Katherine Burson, University of Michigan, USA
NA - Advances in Consumer Research Volume 45 | 2017
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