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Consumers often face situations in which their feelings of personal control are threatened. In such contexts, what role should products play in helping consumers pursue their goals (e.g., losing weight,

Consumers often face situations in which their feelings of personal control are threatened. In such contexts, what role should products play in helping consumers pursue their goals (e.g., losing weight, maintaining a clean home)? Across five studies, we challenge the traditional view that low control is detrimental to effort and demonstrate that consumers prefer products that require them to engage in hard work when feelings of control are low.

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Date Created
  • 2014-10-01
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  • Text
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    Identifier
    • Digital object identifier: 10.1086/677314
    • Identifier Type
      International standard serial number
      Identifier Value
      0093-5301
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    Cutright, Keisha M., & Samper, Adriana (2014). Doing It the Hard Way: How Low Control Drives Preferences for High-Effort Products and Services. JOURNAL OF CONSUMER RESEARCH, 41(3), 730-745. http://dx.doi.org/10.1086/677314

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