期刊
JOURNAL OF CONSUMER RESEARCH
卷 43, 期 6, 页码 1031-1047出版社
OXFORD UNIV PRESS INC
DOI: 10.1093/jcr/ucw068
关键词
control; utilitarian consumption; problem-solving tendency
类别
资金
- Nanyang Technological University
- Columbia University
- National University of Singapore
- INSEAD
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.
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