Power and Choice: a Compensatory Theory of Control
Choice and power compensate for each other in providing consumers with a sense of control. Relative to higher-power consumers, lower-power consumers are more sensitive to a loss of choice and report greater dissatisfaction with both process and outcome. When deprived of choice, lower power consumers try harder to regain control.
Simona Botti and M. Ena Inesi (2011) ,"Power and Choice: a Compensatory Theory of Control", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Simona Botti, London Business School, UK
M. Ena Inesi, London Business School, UK
NA - Advances in Consumer Research Volume 38 | 2011
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