Consumer Desire for Control as a Barrier to New Product Adoption

Journal of Consumer Psychology, Forthcoming

Columbia Business School Research Paper No. 16-65

24 Pages Posted: 31 Aug 2016 Last revised: 5 Oct 2016

See all articles by Ali Faraji-Rad

Ali Faraji-Rad

Shiri Melumad

Columbia University, Columbia Business School, Marketing

Gita Johar

Columbia Business School - Marketing

Date Written: August 30, 2016

Abstract

This research examines the relationship between desire for control and acceptance of new products. We hypothesize that desire for control — the need to personally control outcomes in one’s life — acts as a barrier to new product acceptance. Three experiments provide support for this hypothesis. This effect holds when desire for control is high as a dispositional trait (Studies 1 and 3) and when it is situationally induced (Study 2). We also identify an intervention to increase new product acceptance based on the idea that new products threaten one’s sense of control. Specifically, framing new products as potentially increasing one’s sense of control increases acceptance of new products by those high in desire for control (Study 3). This finding offers some evidence for the underlying process and helps guide managerial actions.

Suggested Citation

Faraji-Rad, Ali and Melumad, Shiri and Johar, Gita, Consumer Desire for Control as a Barrier to New Product Adoption (August 30, 2016). Journal of Consumer Psychology, Forthcoming; Columbia Business School Research Paper No. 16-65. Available at SSRN: https://ssrn.com/abstract=2832068

Shiri Melumad

Columbia University, Columbia Business School, Marketing ( email )

New York, NY
United States

Gita Johar

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

No contact information is available for Ali Faraji-Rad

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