Power and consumer behavior: How power shapes who and what consumers value

Derek D. Rucker (), Adam D. Galinsky () and David Dubois ()
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Derek D. Rucker: Kellogg [Northwestern] - Kellogg School of Management [Northwestern University, Evanston] - Northwestern University [Evanston]
Adam D. Galinsky: Kellogg [Northwestern] - Kellogg School of Management [Northwestern University, Evanston] - Northwestern University [Evanston]
David Dubois: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: The current paper reviews the concept of power and offers a new architecture for understanding how power guides and shapes consumer behavior. Specifically, we propose that having and lacking power respectively foster agentic and communal orientations that have a transformative impact on perception, cognition, and behavior. These orientations shape both who and what consumers value. New empirical evidence is presented that synthesizes these findings into a parsimonious account of how power alters consumer behavior as a function of both product attributes and recipients. Finally, we discuss future directions to motivate and guide the study of power by consumer psychologists.

Keywords: Power; Agentic orientation; Communal orientation; Value; Social hierarchy (search for similar items in EconPapers)
Date: 2012-07
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Citations: View citations in EconPapers (65)

Published in Journal of Consumer Psychology, 2012, 22 (3), pp.352-368. ⟨10.1016/j.jcps.2011.06.001⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00724231

DOI: 10.1016/j.jcps.2011.06.001

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