The effect of control deprivation on consumers’ adoption of no-pain,no-gain principle |
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| Institution: | 1. Xiamen University, Fujian Province 361005, China;2. University of Cincinnati, Cincinnati, OH 45220, United States;1. Opus College of Business, 1000 LaSalle Avenue, Minneapolis, MN 55403, United States;2. Muma College of Business, 4202 East Fowler Avenue, Tampa, FL 33620, United States;3. Seidman College of Business, 50 Front Avenue SW, Grand Rapids, MI 49504, United States;4. Farmer School of Business, 800 E. High Street, Oxford, OH 45056, United States;1. Erasmus School of Economics, Erasmus University Rotterdam, the Netherlands;2. London School of Economics, United Kingdom;3. IESE Business School, University of Navarra, Spain;1. Independent researcher, Canada;2. Carroll School of Management, Boston College, 140 Commonwealth Ave., Chestnut Hill, MA 02467, USA;3. Rotman School of Management, University of Toronto, 105 St. George Street, Toronto, ON M5S 3E6, Canada;1. Farmer School of Business, Miami University, 800 E. High Street, Oxford, OH, United States;1. Sun Yat-Sen Univeristy;2. Peking University;3. Chinese University of Hong Kong;1. The London School of Economics, United Kingdom;2. The McCombs School of Business, University of Texas at Austin, United States;3. Southeast University, Nanjing, China |
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| Abstract: | Consumers often base their judgments on a no-pain, no-gain principle—that is, one must pay a cost in order to achieve a beneficial outcome. For example, they infer the quality of a product from its price and judge a bad-tasting medicine to be more effective than a tasty one. Although the use of this principle to infer the value of a product or service has been observed in several domains, the processes that underlie its use have not been fully explored. We find that when people feel out of control, they tend to use the principle because it exemplifies a causal relationship between actions and outcomes and endorsing it reaffirms their belief that they have control over the outcomes of their behavior. Our findings have implications for how marketers might position products and services to attract consumers who perceive themselves as having different levels of control. |
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| Keywords: | Control deprivation No-pain no-gain principle Need for structure Cognitive heuristic |
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