Paying For Free Products Stops Consumers From Committing to Other Brands: Role of Perceived Control

Consumers are susceptible to encounter non-zero costs for products which they think should be available for free (e.g., online gaming apps), leading them to a reduced feeling of control. We examine the effect of reduced perceived control on consumers’ commitment to brands they subsequently encounter using predictive control theory.



Citation:

Maria Ortiz and Arani Roy (2020) ,"Paying For Free Products Stops Consumers From Committing to Other Brands: Role of Perceived Control", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1212-1212.

Authors

Maria Ortiz, Concordia University, Canada
Arani Roy, McGill University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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