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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