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

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,...

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Bibliographic Details
Published in:Journal of consumer psychology 2012-07, Vol.22 (3), p.352-368
Main Authors: Rucker, Derek D., Galinsky, Adam D., Dubois, David
Format: Article
Language:English
Subjects:
Agentic orientation
Architecture
Business administration
Cognition
Communal orientation
Consumer behaviour
Consumers
domain_shs.gestion.mark
Humanities and Social Sciences
Power
Psychologists
Research Review
Social hierarchy
Value
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Summary: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.
ISSN:1057-7408
1532-7663
DOI:10.1016/j.jcps.2011.06.001