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Going up or down? Effects of power deprivation on luxury consumption

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  • Koo, Jayoung
  • Im, Hyunjoo

Abstract

People who feel powerless seek status to restore their power. Although researchers have shown consumers who feel powerless prefer luxury products, it is difficult to draw practical implications from previous studies due to the research design and methods used. Through three experiments, this study confirmed the power deprivation effects on luxury consumption and provided practical implications for luxury brand managers and retail mall managers. Specifically, the present study found that people in the low power (vs. high power) condition 1) prefer bigger sizes and more brand logos (i.e., conspicuous) on luxury clothing and handbags and 2) prefer status-associated luxury brands and dislike status-effacing mass market brands. Furthermore, power (vs. powerlessness) was elicited by going up (vs. down) an escalator and looking down (vs. up) the shopping mall from above (vs. below).

Suggested Citation

  • Koo, Jayoung & Im, Hyunjoo, 2019. "Going up or down? Effects of power deprivation on luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 443-449.
    • Handle: RePEc:eee:joreco:v:51:y:2019:i:c:p:443-449
    DOI: 10.1016/j.jretconser.2017.10.017
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    References listed on IDEAS

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    Cited by:

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    3. Zhu, Hong & Zhou, Yayu & Wu, Yening & Wang, Xin, 2022. "To smile or not to smile: The role of facial expression valence on mundane and luxury products premiumness," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Park, Sehoon & Kim, Chaeyeong & Park, Jane, 2023. "How power distance belief, self-construal, and relationship norms impact conspicuous consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. He, Yue & Mo, Zan & Wan, Xiuqi & Li, Mengyin & Fu, Huijian, 2023. "Who will embrace upward line extension? The role of power distance belief," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Wang, Wangshuai & Raghunathan, Rajagopal & Gauri, Dinesh K., 2022. "Powerlessness, variety-seeking, and the mediating role of need for autonomy," Journal of Retailing, Elsevier, vol. 98(4), pages 706-723.

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