Control Deprivation Motivates Acquisition of Utilitarian Products
JOURNAL OF CONSUMER RESEARCH(2017)
摘要
This research investigates how the fundamental desire for control affects product acquisition. The authors propose that consumers compensate for a loss of perceived control by buying utilitarian products (e.g., household cleaning agents) because of these products' association with problem solving, a quality that promotes a sense of control. Study 1 demonstrates this basic effect in a field setting involving real purchases, while studies 2 and 3 show that framing a product as utilitarian (vs. hedonic) moderates the effect of control on purchase intentions. Study 4 shows that a generalized problem-solving tendency mediates the effect of control on eagerness to pursue utilitarian consumption. Given the pervasiveness and ease of using product acquisition as a means to cope with psychological threat, this research has important implications for theory and practice.
更多查看译文
关键词
control,utilitarian consumption,problem-solving tendency
AI 理解论文
溯源树
样例
生成溯源树,研究论文发展脉络
Chat Paper
正在生成论文摘要