Novelty as Opportunity and Risk: A Situated Cognition Analysis of Psychological Control and Novelty Seeking

Novel products present unknown opportunities as well as unknown risks. Past research suggested that low psychological control highlights risks and reduces the adoption of novel products. Consistent with a situated cognition perspective, we show that this depends on the specifics of low control. Across five studies, novelty seeking was lower after consumers thought about instances of low (vs. high) personal influence, but higher after consumers...