The Effect of Powerlessness on Preferences For Free-From-Products

Going gluten-free and dairy-free are popular nowadays. Six studies demonstrate that individuals, with no known allergies, sometimes prefer Free-From-Products (FFP) when they feel powerless. As the powerless are sensitive to potential threats in their surroundings, they also perceive greater health threats posed by allergens, which drive their preference for FFP.


Lijun Zhang and Elaine Chan (2021) ,"The Effect of Powerlessness on Preferences For Free-From-Products", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 346-347.


Lijun Zhang, Nanyang Technological University
Elaine Chan, Nanyang Technological University


NA - Advances in Consumer Research Volume 49 | 2021

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