Desire to Acquire: Powerlessness and Compensatory Consumption

Three experiments examine how power affects consumers’ spending propensities. By integrating literatures suggesting that (a) powerlessness is aversive, (b) status is one basis of power, and (c) products can signal status, the authors argue that low power fosters a desire to acquire products associat...

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Bibliographic Details
Published in:The Journal of consumer research 2008-08, Vol.35 (2), p.257-267
Main Authors: Rucker, Derek D., Galinsky, Adam D.
Format: Article
Language:English
Subjects:
Brands
Consumer behavior
Consumer psychology
Consumer research
Consumer spending
Consumption
Decision making
Desire
Economic resources
Product choice
Psychological research
Psychology
Reservation prices
Sensory perception
Studies
Willingness to pay
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Summary:Three experiments examine how power affects consumers’ spending propensities. By integrating literatures suggesting that (a) powerlessness is aversive, (b) status is one basis of power, and (c) products can signal status, the authors argue that low power fosters a desire to acquire products associated with status to compensate for lacking power. Supporting this compensatory hypothesis, results show that low power increased consumers’ willingness to pay for auction items and consumers’ reservation prices in negotiations but only when products were status related. The link between powerlessness and compensatory consumption has broad implications both for consumers' health and well‐being and for understanding the psychological state of power.
ISSN:0093-5301
1537-5277
DOI:10.1086/588569