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.
Original language | English (US) |
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Pages (from-to) | 352-368 |
Number of pages | 17 |
Journal | Journal of Consumer Psychology |
Volume | 22 |
Issue number | 3 |
DOIs | |
State | Published - Jul 2012 |
Keywords
- Agentic orientation
- Communal orientation
- Power
- Social hierarchy
- Value
ASJC Scopus subject areas
- Applied Psychology
- Marketing