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The powerful select, the powerless reject: Power's influence in decision strategies

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  • Mourali, Mehdi
  • Nagpal, Anish

Abstract

This research examines the influence of power on consumer decision strategies. It proposes that high power directs consumers' attention to options' positive features, making choosing a more preferred strategy than rejecting, whereas low power shifts consumers' focus to negative features, making rejecting a more preferred strategy than choosing. Two studies using different manipulations of power provide consistent support for this effect. The results also indicate that consumers in a state of high power are more satisfied with their choices when they adopt a choosing strategy than when they adopt a rejecting strategy, whereas the opposite is true for consumers in a state of low power. In addition, study 2 shows that the previous effects are reduced when consumers' sense of responsibility is made salient.

Suggested Citation

  • Mourali, Mehdi & Nagpal, Anish, 2013. "The powerful select, the powerless reject: Power's influence in decision strategies," Journal of Business Research, Elsevier, vol. 66(7), pages 874-880.
  • Handle: RePEc:eee:jbrese:v:66:y:2013:i:7:p:874-880
    DOI: 10.1016/j.jbusres.2011.12.005
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    References listed on IDEAS

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    Cited by:

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    5. Lu, Jingyi & Chen, Yuqi & Fang, Qingwen, 2022. "Promoting decision satisfaction: The effect of the decision target and strategy on process satisfaction," Journal of Business Research, Elsevier, vol. 139(C), pages 1231-1239.

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