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consumer behavior literature. Some studies
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Free Will in Consumer Behavior: Rational Choice and Self-Control ...
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Topic: Consumer Behavior
Sort Desciption: Consumer behavior also involves what is typically called theory of mind which is ... Consumer behavior has focused on quantification far more than other ...
Content Inside: Free Will in Consumer Behavior p. 1 Free Will in Consumer Behavior: Rational Choice and Self-Control Roy F. Baumeister Erin A. Sparks Tyler F. Stillman Florida State University Kathleen D. Vohs University of Minnesota RUNNING HEAD: Free Will and Consumer Behavior Address correspondence to R. Baumeister Dept. of Psychology Florida State University Tallahassee FL 32306-4301 or send email to Baumeister@psy.fsu.edu. Preparation of this manuscript was facilitated by a grant from the Templeton Foundation. Free Will in Consumer Behavior p. 2 How could one prove that people have free will? One approach would be to show that an action is not shaped by any external cause or prior event. In essence this would be a random action. But random actions are not valued or popular in human social life. What is valued and what can furnish a very different idea of free will includes self- control following rules and making intelligent rational decisions (and carrying them out). If something resembling free will actually evolved in human psychology in order to meet the new demands of and facilitate the new kinds of human social life including cultural systems and economic marketplaces then it more likely involved capacities for self-control following rules and smart choices than for acting randomly. Consumer psychology presents an excellent context for analyzing and studying this conceptualization of human free will. Rational choice is an important part of being a consumer (Bettman Luce & Payne 1998) such as in figuring out how to get the most for ones money or how to avoid selecting an inferior product (Huber Payne & Puto 1982). Self-control is also important insofar as one must resist temptations and discipline oneself to purchase essential items and conserve funds rather than buying whatever strikes ones fancy or to make oneself feel better (Hoch & Loewenstein 1991; OGuinn & Faber 1989). Furthermore consumers function in a marketplace that depe ...
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