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).
Citation:
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.
Authors
Yangyi Tang, Hong Kong Baptist University, China
Alex S.L. Tsang, Hong Kong Baptist University, China
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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