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On My Own: The Aversion to Being Observed during the Preference-Construction Stage

Author

Listed:
  • Yonat Zwebner
  • Rom Y Schrift
  • Margaret C Campbell
  • Rebecca K Ratner

Abstract

Previous research in consumer behavior and decision-making has explored many important aspects of social observation. However, the effect of social observation during the specific time wherein consumers construct their preferences remains relatively understudied. The present work seeks to fill this knowledge gap and adds to this literature by studying how consumers react to being observed during the preference-construction stage (i.e., prior to reaching their decision). While existing research on social observation focuses on accountability and self-presentation concerns, the present study uncovers an additional unique concern. Specifically, eight studies (three additional studies reported in the web appendix) find that being observed prior to reaching the decision threatens consumers’ sense of autonomy in making the decision, resulting in an aversion to being observed. Furthermore, we find that such threats lead consumers to terminate their decision by avoiding purchase or by choosing default options. Given the extent to which consumers are observed in the marketplace by other individuals and by online platforms, and given the rise in consumers’ privacy concerns associated with such practices, understanding consumer reactions to being observed in the pre-decisional stage is an important topic with practical implications.

Suggested Citation

  • Yonat Zwebner & Rom Y Schrift & Margaret C Campbell & Rebecca K Ratner, 2020. "On My Own: The Aversion to Being Observed during the Preference-Construction Stage," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(4), pages 475-499.
  • Handle: RePEc:oup:jconrs:v:47:y:2020:i:4:p:475-499.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucaa016
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    Citations

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    Cited by:

    1. Lena V. Bjørlo, 2024. "Freedom from interference: Decisional privacy as a dimension of consumer privacy online," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 12-36, June.
    2. Ni Huang & Lingli Wang & Yili Hong & Lihui Lin & Xunhua Guo & Guoqing Chen, 2024. "When the Clock Strikes: A Multimethod Investigation of On-the-Hour Effects in Online Learning," Information Systems Research, INFORMS, vol. 35(2), pages 766-782, June.
    3. Klaus Wertenbroch & Rom Y. Schrift & Joseph W. Alba & Alixandra Barasch & Amit Bhattacharjee & Markus Giesler & Joshua Knobe & Donald R. Lehmann & Sandra Matz & Gideon Nave & Jeffrey R. Parker & Stefa, 2020. "Autonomy in consumer choice," Marketing Letters, Springer, vol. 31(4), pages 429-439, December.
    4. Didi Alaoui, Mohamed & Valette-Florence, Pierre & Cova, Véronique, 2022. "How psychological distance shapes hedonic consumption: The moderating role of the need to justify," Journal of Business Research, Elsevier, vol. 146(C), pages 57-69.
    5. Wang, Ziwei & Wei, Xia & Tang, Xiaomeng, 2024. "The effects of QR-pay scanning modes on consumer product evaluations," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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