6D the Effect of Control Deprivation on Consumers’ Adoption of No-Pain, No-Gain Principle

Our research finds that when consumers feel out of control, they tend to use the no-pain no-gain principle for product judgments because it exemplifies a structured conception of the relationship between actions and outcomes in the world and endorsing it reaffirms their belief that they can regain the reduced control.


Yanli Jia and Robert Wyer Jr. (2019) ,"6D the Effect of Control Deprivation on Consumers’ Adoption of No-Pain, No-Gain Principle", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 796-796.


Yanli Jia, Xiamen University, China
Robert Wyer Jr., University of Cincinnati, USA


NA - Advances in Consumer Research Volume 47 | 2019

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