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.

Authors
Derek D. Rucker, Adam Galinsky, and David Dubois
Format
Journal Article
Publication Date
Journal
Journal of Consumer Psychology

Full Citation

Rucker, Derek D., Adam Galinsky, and David Dubois
. “Power and consumer behavior: How power shapes who and what consumers value.”
Journal of Consumer Psychology
vol.
22
, (January 01, 2012):
352
-
368
.