When and Why Are Consumers Reluctant to Seek For Help When They Encounter Difficulties in Using the Products? the Role of Consumption Type

Consumers often encounter various difficulties in using products and need to decide whether to seek for help. Surprisingly, relevant research is scant. We show that consumers are more (vs. less) reluctant to seek for help when engaging in hedonic (vs. utilitarian) consumption as they are more process-oriented (vs. outcome-oriented).



Citation:

Shaobo (Kevin) Li, Xun (Irene) Huang, and Yuwei Jiang (2020) ,"When and Why Are Consumers Reluctant to Seek For Help When They Encounter Difficulties in Using the Products? the Role of Consumption Type", 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: 500-501.

Authors

Shaobo (Kevin) Li, Southern University of Science and Technology, China
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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