16I the Protective Self: Consumers Compensate For Low Personal Control By Pursuing Clear and Coherent Self-Views in Consumption
This research demonstrates that consumers, especially those high on individualism, may compensate for low control by preferring the products that help to reaffirm clear-defined and temporally coherent self-views. Specifically, low control consumers were found to prefer polarizing products (Study 1) and be more likely to engage in reconsumption (Study 2).
Yangyi Tang and Alex S.L. Tsang (2019) ,"16I the Protective Self: Consumers Compensate For Low Personal Control By Pursuing Clear and Coherent Self-Views in Consumption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 994-994.
Yangyi Tang, Hong Kong Baptist University, China
Alex S.L. Tsang, Hong Kong Baptist University, China
NA - Advances in Consumer Research Volume 47 | 2019
P6. Marginal Cost Consideration
Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA
Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption
Praveen Kumar Kopalle, Dartmouth College, USA