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- Title
Effect of Locus of Control on Information Search Behavior.
- Authors
Srinivasan, Narasimhan; Tikoo, Surinder
- Abstract
Locus of control (Rotter 1966) is a significant personality variable in psychology. Some people feel personally responsible for the things that happen to them - the internals. Others feel that outcomes in life are determined by forces beyond their control (e.g. luck, fate, other people, etc.) - the externals. In this study, we examine whether locus of control influences pre-purchase external search for information. A survey of 1401 new car buyers is used for empirical testing. Internals are found to engage in a greater degree of information search than externals. Process variables, such as perceived benefits and search effort, account for the difference. Controlling for decision importance, financial risk and product interest, locus of control is found to influence search behavior significantly.
- Publication
Advances in Consumer Research, 1992, Vol 19, Issue 1, p498
- ISSN
0098-9258
- Publication type
Conference Proceeding