Abstract

This paper presents an Agentic-Communal Model of Power as a means to understand how power shapes and guides consumer behavior. We present theoretical arguments and review empirical data that reveal how the possession of power can produce a more agentic orientation within consumers, whereas the lack of power can produce a more communal orientation within consumers. As a consequence of either an increased agentic or communal orientation, psychological states of power and powerlessness affect a wide variety of consumer behaviors ranging from gift giving to persuasion to consumer misconduct. The Agentic-Communal Model of Power brings clarity to the full range of consumer behavior affected by power.

Authors
Derek D. Rucker and Adam Galinsky
Format
Journal Article
Publication Date
Journal
Current Opinion in Psychology

Full Citation

Rucker, Derek D. and Adam Galinsky
. “The agentic-communal model of power: Implications for consumer behavior.”
Current Opinion in Psychology
vol.
10
, (August 01, 2016):
1
-
5
.