Abstract:

This research aims to study a specific consumer characteristic: the locus of control which seems to be affected by the advent of the postmodernism. Indeed, the conditions that describe the postmodern society suggest a potential link with the locus of control in the consumer's life. Following a theoretical study of the different postmodern conditions and their expected effect on the consumer locus of control, an empirical study was conducted in order to better understand this postmodern consumer trend.