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



Share Proceeding

Featured papers

See More

Featured

Mere and Near Completion

Bowen Ruan, University of Wisconsin - Madison, USA
Evan Polman, University of Wisconsin - Madison, USA
Robin Tanner, University of Wisconsin - Madison, USA

Read More

Featured

Dancing with Commercialism: Emphasizing Dramatism to Persuade

Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK

Read More

Featured

Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.