Abstract
AbstractAlthough 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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
