Whether one looks for means to overcome regulatory restrictions or show source negativity depends on the type of regulatory restrictions

Abstract

Consumers all around the world live with regulations that are imposed on them. This article examines the effects of regulations that restrict consumer freedom to use media (e.g., social media, visual media, written media). We define two ways (i.e., direct and indirect regulatory restrictions) that these consumers might face regulations that restrict their freedom to use media and subsequently discuss the different behavioral responses that they might have as a result of the two types of regulations. In a set of three studies, this article demonstrates that when consumers are exposed to direct regulatory restrictions (i.e., regulatory restrictions that are imposed directly on the consumers), they find means to overcome those restrictions. However, when consumers are exposed to indirect regulatory restrictions (i.e., regulatory restrictions that are not directly imposed on consumers but have some consequences for consumers), they demonstrate source negativity.