Featured Research

from universities, journals, and other organizations

Why consumers choose high-effort products

Date:
July 22, 2014
Source:
University of Chicago Press Journals
Summary:
Stuck in traffic? On hold for what seems like an eternity? Consumers often face situations that undermine their feelings of control. According to a new study, when a person's sense of control is threatened, they are more likely to seek out products that require hard work.

Stuck in traffic? On hold for what seems like an eternity?

Consumers often face situations that undermine their feelings of control.

According to a new study in the Journal of Consumer Research, when a person's sense of control is threatened, they are mo re likely to seek out products that require hard work.

"Intuitively, it would seem that feeling a loss of control might cause consumers to seek out a product that does not require them to exert very much effort. But we find that consumers actually look to products that require hard work to restore their belief that they can drive their own positive outcomes," write authors Keisha M. Cutright (Wharton School of the University of Pennsylvania) and Adriana Samper (Arizona State University).

Across five studies the authors observed how feelings of control influence selection of products that require either high or low effort. In one study, basketball players who had either just won or lost a game were asked their opinions about a new basketball shoe. Players saw a photo of a shoe with either the tagline "Work less, Jump higher" or "Work harder, Jump higher." The players who had just lost the game were more likely to purchase the shoe with the "Work harder, Jump higher" tagline. Players who had just won did not favor one shoe over the other. However, when progress feels too slow for someone already in a low-control situation, they are likely to switch their product preferences toward lowering effort -- succumbing to things like "get rich quick" schemes and "lose weight without trying" campaigns."

"With the plethora of low-effort products on the market today, a brand's intuition might be to provide consumers with the easiest, most high-tech routes to achieve their goals. However, our research reveals that the more consumers experience threats to there sense of control with respect to health or fitness goals, the more desirable structured, high -- effort program where consumers drive their own outcomes," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Keisha M. Cutright and Adriana Samper. Doing It the Hard Way: How Low Control Drives Preferences for High - Effort Products and Services. October 2014, Journal of Consumer Research

Cite This Page:

University of Chicago Press Journals. "Why consumers choose high-effort products." ScienceDaily. ScienceDaily, 22 July 2014. <www.sciencedaily.com/releases/2014/07/140722111926.htm>.
University of Chicago Press Journals. (2014, July 22). Why consumers choose high-effort products. ScienceDaily. Retrieved October 21, 2014 from www.sciencedaily.com/releases/2014/07/140722111926.htm
University of Chicago Press Journals. "Why consumers choose high-effort products." ScienceDaily. www.sciencedaily.com/releases/2014/07/140722111926.htm (accessed October 21, 2014).

Share This



More Science & Society News

Tuesday, October 21, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

CDC Revamps Ebola Guidelines After Criticism

CDC Revamps Ebola Guidelines After Criticism

Newsy (Oct. 21, 2014) The Centers for Disease Control and Prevention have issued new protocols for healthcare workers interacting with Ebola patients. Video provided by Newsy
Powered by NewsLook.com
Robots to Fly Planes Where Humans Can't

Robots to Fly Planes Where Humans Can't

Reuters - Innovations Video Online (Oct. 21, 2014) Researchers in South Korea are developing a robotic pilot that could potentially replace humans in the cockpit. Unlike drones and autopilot programs which are configured for specific aircraft, the robots' humanoid design will allow it to fly any type of plane with no additional sensors. Ben Gruber reports. Video provided by Reuters
Powered by NewsLook.com
WHO: Ebola Vaccine Trials to Start a in January

WHO: Ebola Vaccine Trials to Start a in January

AP (Oct. 21, 2014) Tens of thousands of doses of experimental Ebola vaccines could be available for "real-world" testing in West Africa as soon as January as long as they are deemed safe in soon to start trials, the World Health Organization said Tuesday. (Oct. 21) Video provided by AP
Powered by NewsLook.com
Portable Breathalyzer Gets You Home Safely

Portable Breathalyzer Gets You Home Safely

Buzz60 (Oct. 21, 2014) Breeze, a portable breathalyzer, gets you home safely by instantly showing your blood alcohol content, and with one tap, lets you call an Uber, a cab or a friend from your contact list to pick you up. Sean Dowling (@SeanDowlingTV) has the details. Video provided by Buzz60
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Science & Society

Business & Industry

Education & Learning

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins