Authors
Derek D Rucker, Adam D Galinsky, David Dubois
Publication date
2012/7/1
Source
Journal of Consumer Psychology
Volume
22
Issue
3
Pages
352-368
Publisher
No longer published by Elsevier
Description
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.
Total citations
Scholar articles
DD Rucker, AD Galinsky, D Dubois - Journal of Consumer Psychology, 2012