Monday, September 10, 2012

RUCKER Derek D., GALINSKY Adam D., DUBOIS David
Power and Consumer Behavior: Power Shapes Who and What we Value Journal of Consumer Psychology 22, 3 (2012) 352-368

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.