In and out of control: Personal control and consumer behavior

Abstract

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.

Consumer Psychology of Mysterious Consumption: Embracing Uncertainty through a Perception of Control

“…Importantly, this conceptualization of personal control centers on the subjective perceptions of control, rather than on the objective levels of control individuals possess in reality. Additionally, perceptions of personal control can vary not only from person to person, but also across situations and over time [23]. That is, besides dispositional differences among individuals in their chronic sense of personal control, feelings of personal control fluctuate daily and throughout the lifespan.…”

“…The desire to achieve and maintain personal control has long been regarded a fundamental motivating force in human life [23]. As such, it is one of the most crucial variables influencing psychological well-being and physical health [24][25][26].…”

Asking your phone or a frontline employee? The influence of in‐store information source on choice overload, responsibility, and confidence among young consumers

“…Extent to which a purchase decision is reached alone or together with others (Botti & McGill, 2006;Botti et al, 2023;Cutright & Wu, 2023)…”

“…Another theme that emerged from the responses was the extent to which participants perceived to reach a purchase decision by themselves or jointly with others (e.g., FLEs). This perception of choice responsibility is related to extant work on control and choice (e.g., Botti & McGill, 2006;Botti et al, 2023;Cutright & Wu, 2023).…”