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The Experience versus the Expectations of Power: A Recipe for Altering the Effects of Power on Behavior

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  • Derek D. Rucker
  • Miao Hu
  • Adam D. Galinsky

Abstract

Power transforms consumer behavior. This research introduces a critical theoretical moderator of power's effects by promoting the idea that power is accompanied by both an experience (how it feels to have or lack power) and expectations (schemas and scripts as to how those with or without power behave). In some cases, the psychological experience of power predisposes people to behave one way, whereas attention to the expectations of power suggests behaving in another way. As a consequence, power's effects for consumer behavior can hinge on consumers' focus. Specifically, a focus on the experience or expectations of power critically moderates how power affects both information processing and status seeking. However, as the experience of power incites a desire to act, and the powerful are expected to act, power produces more action regardless of focus. These findings provide a new lens on power and have important implications for consumer behavior.

Suggested Citation

  • Derek D. Rucker & Miao Hu & Adam D. Galinsky, 2014. "The Experience versus the Expectations of Power: A Recipe for Altering the Effects of Power on Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 381-396.
    • Handle: RePEc:oup:jconrs:doi:10.1086/676598
    DOI: 10.1086/676598
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    Cited by:

    1. Jiang, Hongyan & Tan, Huimin & Liu, Yeyi & Wan, Fang & Gursoy, Dogan, 2020. "The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising," Annals of Tourism Research, Elsevier, vol. 83(C).
    2. Chen, Hailiang & Hwang, Byoung-Hyoun, 2022. "Listening in on investors’ thoughts and conversations," Journal of Financial Economics, Elsevier, vol. 145(2), pages 426-444.
    3. Betül Çal, 2015. "Reconciliation of Expectancy-Valence and Expectation-Disconfirmation Paradigms in Investment Decisions: Case of Turkish Equity Investors," International Journal of Business and Social Research, LAR Center Press, vol. 5(1), pages 15-32, January.
    4. Sunyee Yoon & Hyeongmin Christian Kim & Vicki MorwitzEditor & Simona BottiAssociate Editor, 2018. "Feeling Economically Stuck: The Effect of Perceived Economic Mobility and Socioeconomic Status on Variety Seeking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1141-1156.
    5. Danielle J Brick & Gràinne M Fitzsimons & Tanya L Chartrand & Gavan J Fitzsimons & Gita JoharEditor & Sharon ShavittAssociate Editor, 2018. "Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 991-1014.
    6. Mengmeng Xu & Hongyan Jiang & Huimin Tan, 2023. "Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control," Marketing Letters, Springer, vol. 34(4), pages 575-589, December.
    7. Youngseon Kim & Nikki Wingate, 2017. "Narrow, powerful, and public: the influence of brand breadth in the luxury market," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 453-466, October.
    8. Khalil, Mary & Khan, Saira & Septianto, Felix, 2020. "Effects of power and implicit theories on donation," Australasian marketing journal, Elsevier, vol. 28(3), pages 98-107.
    9. Wang, Yajin, 2022. "A conceptual framework of contemporary luxury consumption," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 788-803.
    10. Hwang, YooHee & Shin, Joongwon & Mattila, Anna S., 2018. "So private, yet so public: The impact of spatial distance, other diners, and power on solo dining experiences," Journal of Business Research, Elsevier, vol. 92(C), pages 36-47.
    11. Conrads, Julian & Ebeling, Felix & Lotz, Sebastian, 2015. "(Dis-)honesty: Measuring overcharging in a real-world market," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 57(C), pages 98-102.
    12. Li Yan & Hean Tat Keh & Xiaoyu Wang, 2021. "Powering Sustainable Consumption: The Roles of Green Consumption Values and Power Distance Belief," Journal of Business Ethics, Springer, vol. 169(3), pages 499-516, March.
    13. Paramita, Widya & Septianto, Felix & Winahjoe, Sari & Purwanto, B.M. & Candra, Ika Diyah, 2020. "Sharing is (not) caring? The interactive effects of power and psychological distance on tolerance of unethical behavior," Australasian marketing journal, Elsevier, vol. 28(3), pages 42-49.
    14. Betül Çal, 2015. "Reconciliation of Expectancy-Valence and Expectation-Disconfirmation Paradigms in Investment Decisions: Case of Turkish Equity Investors," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(1), pages 15-32, January.
    15. Li, Yi-Na & Li, Yan & Chen, Haipeng (Allan) & Wei, Jiuchang, 2023. "How verbal and non-verbal cues in a CEO apology for a corporate crisis affect a firm’s social disapproval," Journal of Business Research, Elsevier, vol. 167(C).
    16. Hu, Miao & Chen, Jie & Chen, Qimei & He, Wei, 2020. "It pays off to be authentic: An examination of direct versus indirect brand mentions on social media," Journal of Business Research, Elsevier, vol. 117(C), pages 19-28.
    17. Ofer Mintz & Imran S Currim & Jan-Benedict E M Steenkamp & Martijn Jong, 2021. "Managerial metric use in marketing decisions across 16 countries: A cultural perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1474-1500, October.
    18. Sanam Akhavannasab & Danilo C. Dantas & Sylvain Senecal, 2018. "Consumer empowerment in consumer–firm relationships: conceptual framework and implications for research," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 214-227, December.
    19. Ivan Fedorenko & Pierre Berthon, 2017. "Beyond the expected benefits: unpacking value co-creation in crowdsourcing business models," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 183-194, December.
    20. Eesha Sharma & Punam A. Keller, 2017. "A Penny Saved Is Not a Penny Earned: When Decisions to Earn and Save Compete for Consumer Resources," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 64-77.
    21. Veronica L. Thomas & Kendra Fowler & Christina Saenger, 2020. "Celebrity influence on word of mouth: the interplay of power states and power expectations," Marketing Letters, Springer, vol. 31(1), pages 105-120, March.
    22. Wei, Chuang & Liu, Maggie Wenjing & Keh, Hean Tat, 2020. "The road to consumer forgiveness is paved with money or apology? The roles of empathy and power in service recovery," Journal of Business Research, Elsevier, vol. 118(C), pages 321-334.
    23. Choi, Woo Jin & Park, JaeHong & Yoon, Ho-Jung, 2018. "Your gift choice for your boss versus your subordinate would not be the same: The interplay of power and giver-receiver role on consumers' gift preferences," Journal of Business Research, Elsevier, vol. 91(C), pages 1-7.

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