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Why, When, and How Personal Control Impacts Information Processing: A Framework

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  • Anne-Sophie Chaxel

Abstract

The present research investigates why, when, and how feelings of personal control influence the way consumers process product information. Four studies were conducted. The results show that under baseline conditions, consumers who believe they can control the environment (internal locus of control) show greater confidence in their emerging preference in a choice process and demonstrate higher levels of preference-supporting bias than consumers who believe the environment controls their fate (external locus of control). However, the opposite relationship between locus of control and confirmatory information processing occurs when a threat to personal control is encountered. When threatened, consumers with an internal (external) locus of control activate an accuracy (defense) goal that results in lower (higher) levels of confidence in their emerging preference and confirmatory information processing than consumers with an external (internal) locus of control. These findings are integrated within a general framework that accounts for the impact of personal control on information processing. The framework predicts and empirical evidence confirms that the alternative strategies adopted to process information at different levels of personal control affect both product choice and willingness to pay for a new product.

Suggested Citation

  • Anne-Sophie Chaxel, 2016. "Why, When, and How Personal Control Impacts Information Processing: A Framework," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(1), pages 179-197.
    • Handle: RePEc:oup:jconrs:v:43:y:2016:i:1:p:179-197.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucw013
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    Citations

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    Cited by:

    1. Chaxel, Anne-Sophie & Wiggins, Catherine & Xie, Jieru, 2018. "The impact of a limited time perspective on information distortion," Organizational Behavior and Human Decision Processes, Elsevier, vol. 149(C), pages 35-46.
    2. Blair, Sean, 2020. "How lacking control drives fluency effects in evaluative judgment," Organizational Behavior and Human Decision Processes, Elsevier, vol. 156(C), pages 97-112.
    3. Mengmeng Xu & Hongyan Jiang & Huimin Tan, 2023. "Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control," Marketing Letters, Springer, vol. 34(4), pages 575-589, December.
    4. Jinfeng (Jenny) Jiao & Fang‐Chi Lu & Nuoya Chen, 2022. "Deriving happiness through extraordinary or ordinary brand experiences in times of COVID‐19 threat," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1392-1419, September.
    5. Xia, Lan & Roggeveen, Anne L., 2022. "How collective stress affects price fairness perceptions: The role of nostalgia," Journal of Business Research, Elsevier, vol. 152(C), pages 361-371.
    6. Flavián, Carlos & Gurrea, Raquel & Orús, Carlos, 2019. "Feeling Confident and Smart with Webrooming: Understanding the Consumer's Path to Satisfaction," Journal of Interactive Marketing, Elsevier, vol. 47(C), pages 1-15.

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