Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control

Abstract

The diffusion of innovative technologies in interactive marketing platforms has empowered consumers by providing a more active role in controlling their experience. As a result, consumers’ perception of control has become a key factor to understand the psychological processing of marketing messages. This chapter addresses the changing role of consumers in the interactive marketing process from reactive to proactive in interactive marketing process, by providing a theoretical overview of perceived control and associated psychological processes in interactive marketing. A theoretical framework for examining the role of perceived control in interactive marketing is outlined, focusing on (1) defining perceived control in the interactive marketing context; (2) the relationship between interactivity and perceived control; (3) the effects of perceived control on consumers’ affective, cognitive, and behavioral responses; and (4) possible moderating factors of the effects of perceived control, such as dispositional factors, motivation, and personalization. Based on this framework, future research directions and managerial implications in interactive marketing are discussed.