Zero-Sum Beliefs and the Consumer Psychology of Technology
Type
conference contribution
Date Issued
2023-10
Author(s)
Abstract
This research argues that consumers construe their relationships with new technologies as zero-sum: When the technology gains, they lose. We demonstrate that a specific kind of zero-sum beliefs—namely in autonomy—acts as adoption barrier. Understanding the psychological underpinnings of zero-sum beliefs and autonomy construals in turn informs our tested interventions.
Language
English (United States)
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
Association of Consumer Research Conference
Event Location
Seattle, Washington, USA
Subject(s)