'Consumer Desire for Control as a Barrier to New Product Adoption.' Journal of Consumer Psychology August 2016 (2016): 1-8. Wu, Yuechen, Jared Watson and Ali Faraji-Rad, Relationship Stability, Self-Concept Clarity, and Purchase Behavior 7. This finding offers some evidence for the underlying process and helps guide managerial actions.Īli, Faraji-Rad, Shiri Melumad, and Gita Johar. Sharon Ng, Ali Faraji-Rad and Rajeev Batra. Journal Articles Lee, Leonard with and Faraji-Rad, Ali Journal of Consumer Research. 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). Evokes Consumers Preference for Brands Incongruent with their Global-Local Citizenship Identity. We also identify an intervention to increase new product acceptance based on the idea that new products threaten one's sense of control. 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).

Three experiments provide support for this hypothesis. We hypothesize that desire for control - the need to personally control outcomes in one's life - acts as a barrier to new product acceptance. The results additionally show that the increased reliance on affective inputs under uncertainty does not necessarily come at the expense of a reliance on descriptive attribute information (studies 2 and 5), and that the increased reliance on affect under uncertainty is distinct from a general reliance on heuristic or peripheral cues (study 6).This research examines the relationship between desire for control and acceptance of new products. Moreover, both negative and positive uncertainty increase the influence of affect in decisions (study 4). Primed uncertainty is shown to amplify the effects of the pleasantness of a musical soundtrack (study 1), the attractiveness of a picture (study 2), the appeal of affective attributes (studies 3 and 4), incidental mood states (study 6), and even incidental states of disgust (study 5). certainty) consistently increases the effects of a variety of affective inputs on consumers’ judgments and decisions. Ali Faraji-Rad Michel Tuan Pham Columbia University - Columbia Business School Columbia Business School - Marketing Date Written: JanuAbstract Uncertainty is an unavoidable part of human life. 'People want to create this resource of happy memories that they can tap into. Uncertainty is an unavoidable part of human life. 'We already know that happy memories are helpful when you have sadness,' Faraji-Rad says. Columbia University - Columbia Business School Columbia Business School - Marketing. In accord with this proposition, results from six studies show that the priming of uncertainty (vs. See all articles by Ali Faraji-Rad Ali Faraji-Rad. It will include several essay-style questions. You will have 30 minutes to respond to the questions. How do states of uncertainty influence the way people make decisions? We advance the proposition that states of uncertainty increase the reliance on affective inputs in judgments and decisions. 1 QUIZ 1 STUDY GUIDE (BMGT451) Instructor: Ali Faraji-Rad Quiz 1 will be conducted in class on Feb 28. Uncertainty is an unavoidable part of human life.

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