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.
Citation:
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.
Authors
Yanli Jia, Xiamen University, China
Robert Wyer Jr., University of Cincinnati, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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