In and out of control: Personal control and consumer behavior

Although personal control is a fundamental human need, research has not yet systematically examined how it functions in consumer and marketplace settings. This article reviews and integrates the existing research on the topic to provide a greater understanding of how personal control and consumer be...

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Bibliographic Details
Published in:Consumer psychology review 2023-01, Vol.6 (1), p.33-51
Main Authors: Cutright, Keisha M., Wu, Eugenia C.
Format: Article
Language:English
Subjects:
autonomy
compensatory consumption
control
order
self‐threat
structure
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Summary:Although personal control is a fundamental human need, research has not yet systematically examined how it functions in consumer and marketplace settings. This article reviews and integrates the existing research on the topic to provide a greater understanding of how personal control and consumer behavior shape and inform one another. We first integrate multiple streams of research to discuss the conceptualization and antecedents of personal control. We then propose an organizing framework that identifies two ways in which feelings of low control shape consumer behavior: through motivating consumers to look for a sense of order and structure in their consumption environments and through motivating consumers to use consumption activities to reestablish feelings of control. We close by highlighting several future research directions for advancing the current understanding of how personal control and marketing relate.
ISSN:2476-1273
2476-1281
DOI:10.1002/arcp.1083