Power and consumer behavior: How power shapes who and what consumers value

Derek D. Rucker*, Adam D. Galinsky, David Dubois

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

311 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)352-368
Number of pages17
JournalJournal of Consumer Psychology
Issue number3
StatePublished - Jul 2012


  • Agentic orientation
  • Communal orientation
  • Power
  • Social hierarchy
  • Value

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing


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