The powerful select, the powerless reject: Power's influence in decision strategies

Mehdi Mourali and Anish Nagpal

Journal of Business Research, 2013, vol. 66, issue 7, 874-880

Abstract: This research examines the influence of power on consumer decision strategies. It proposes that high power directs consumers' attention to options' positive features, making choosing a more preferred strategy than rejecting, whereas low power shifts consumers' focus to negative features, making rejecting a more preferred strategy than choosing. Two studies using different manipulations of power provide consistent support for this effect. The results also indicate that consumers in a state of high power are more satisfied with their choices when they adopt a choosing strategy than when they adopt a rejecting strategy, whereas the opposite is true for consumers in a state of low power. In addition, study 2 shows that the previous effects are reduced when consumers' sense of responsibility is made salient.

Keywords: Power; Decision strategy; Choice; Responsibility; Choose; Reject; Select; Inclusion; Exclusion (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:7:p:874-880

DOI: 10.1016/j.jbusres.2011.12.005

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