No Pain, No Gain: Protestant Work Ethic and the Adoption of Autonomous Products
Lay theories such as “no pain, no gain” are denoted by the Protestant Work Ethic (PWE). A series of studies show that PWE acts as barrier to adoption of autonomous products. High PWE consumers derive more meaning from manual tasks, which reduces their delegation of manual tasks to autonomous products.
Emanuel de Bellis, Gita Venkataramani Johar, and Nicola Schweitzer (2020) ,"No Pain, No Gain: Protestant Work Ethic and the Adoption of Autonomous Products", 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: 851-856.
Emanuel de Bellis, University of St. Gallen, Switzerland
Gita Venkataramani Johar, Columbia University, USA
Nicola Schweitzer, University of St. Gallen, Switzerland
NA - Advances in Consumer Research Volume 48 | 2020
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