Surprise in the Mail: the Impact of Feeling of Control on Adoption of Surprise-Me Subscription Services

Surprises add pleasures to life but uncertainty is aversive. The booming subscription business provides an opportunity to examine preference for uncertainty when risks are involved. In a set of studies, we show that feeling of control plays an important role in consumers’ willingness to be surprised with a subscription package.



Citation:

Lan Xia and Jill (Jing) Lei (2018) ,"Surprise in the Mail: the Impact of Feeling of Control on Adoption of Surprise-Me Subscription Services", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 154-155.

Authors

Lan Xia, Bentley University, USA
Jill (Jing) Lei, University of Melbourne, Australia



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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