Power and consumer behavior: How power shapes who and what consumers value
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.
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 22, no. 3 (2012): 352-368.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.