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Whether One Looks for Means to Overcome Regulatory Restrictions or Show Source Negativity Depends on the Type of Regulatory Restrictions

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  • Gülen Sarial-Abi
  • Zeynep Gürhan-Canli

Abstract

Consumers all around the world live with regulations that are imposed on them. This article examines the effects of regulations that restrict consumer freedom to use media (e.g., social media, visual media, written media). We define two ways (i.e., direct and indirect regulatory restrictions) that these consumers might face regulations that restrict their freedom to use media and subsequently discuss the different behavioral responses that they might have as a result of the two types of regulations. In a set of three studies, this article demonstrates that when consumers are exposed to direct regulatory restrictions (i.e., regulatory restrictions that are imposed directly on the consumers), they find means to overcome those restrictions. However, when consumers are exposed to indirect regulatory restrictions (i.e., regulatory restrictions that are not directly imposed on consumers but have some consequences for consumers), they demonstrate source negativity.

Suggested Citation

  • Gülen Sarial-Abi & Zeynep Gürhan-Canli, 2016. "Whether One Looks for Means to Overcome Regulatory Restrictions or Show Source Negativity Depends on the Type of Regulatory Restrictions," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(3), pages 411-421.
    • Handle: RePEc:ucp:jacres:doi:10.1086/686731
    DOI: 10.1086/686731
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    1. Fitzsimons, Gavan J, 2000. "Consumer Response to Stockouts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(2), pages 249-266, September.
    2. Jonathan Levav & Rui (Juliet) Zhu, 2009. "Seeking Freedom through Variety," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 600-610, December.
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    Cited by:

    1. Shapiro, Stephen L. & Drayer, Joris & Dwyer, Brendan, 2020. "An examination of consumer reactance to daily fantasy sport and sport gambling regulatory restrictions," Sport Management Review, Elsevier, vol. 23(5), pages 797-809.

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