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Hedonism or self-growth? The influence of perceived control on individual product preferences for individuals under self-threat

Taiyang Zhao (Department of Psychology, School of Philosophy and Sociology, Jilin University, Changchun, China)
Wei Song (Business School, Jilin University, Changchun, China)
Xiaotong Jin (Business School, Jilin University, Changchun, China)
Hongjing Cui (Yatai School of Business Administration, Jilin University, Changchun, China)
Yang Li (Business School, Beijing Technology and Business University, Beijing, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 4 September 2019

Issue publication date: 6 August 2020

662

Abstract

Purpose

The purpose of this paper is to study the influence of perceived control on product preferences of consumers under self-threat.

Design/methodology/approach

By conducting four experiments, this paper manipulated the participants’ self-threat and three sources of perceived control – namely, the controllability of the threat itself, the internal and external locus of control of the individual and priming the existing positive or negative experience of the individuals. After the manipulations, the participants’ product preferences for self-growth goods or hedonic goods were measured.

Findings

The findings of this research indicated that when consumers have a higher perceived control of the threats they are facing, they are more likely to adopt problem-focused coping strategies and show a preference for self-growth goods, which can help them resolve their threats. However, when consumers have a lower perceived control on the threats they are facing, they are more likely to adopt emotion-focused coping strategies and show a preference for hedonic goods, which can help them adjust their emotions.

Originality/value

This paper systematically confirms the interactive effect of perceived control and self-threat on consumers’ product preferences, as well as the meditation role of problem-focused coping and emotion-focused coping. It also provides insights for marketers to know what factors may affect consumers’ preferences for products in self-threat situations, thus contributing to marketing practices.

Keywords

Acknowledgements

This research is supported by the National Natural Science Foundation of China (Project Nos 71902069; 71872070 and 71602066), China Postdoctoral Science Foundation (Project No. 2019M651231) and Social Science Fund of Jilin (Project No. 2019c31).

Citation

Zhao, T., Song, W., Jin, X., Cui, H. and Li, Y. (2020), "Hedonism or self-growth? The influence of perceived control on individual product preferences for individuals under self-threat", Asia Pacific Journal of Marketing and Logistics, Vol. 32 No. 6, pp. 1343-1361. https://doi.org/10.1108/APJML-02-2019-0072

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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