According to the pleasure-arousal-dominance (PAD) approach, when consumers feel lower control, situational influences play a greater role in shaping their behavior.

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The pleasure-arousal-dominance (PAD) approach suggests that consumers' emotions can be characterized along three dimensions - pleasure, arousal, and dominance. When consumers feel lower control, their behavior is more likely to be shaped by situational influences, which makes them more susceptible to environmental cues, social norms, and marketing messages. In other words, when consumers feel less in control of their actions, they are more likely to be influenced by external factors in their decision-making.

According to the Pleasure-Arousal-Dominance (PAD) Approach, When Consumers Feel Lower