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

Author

Listed:
  • Derek D. Rucker

    (Kellogg [Northwestern] - Kellogg School of Management [Northwestern University, Evanston] - Northwestern University [Evanston])

  • Adam D. Galinsky

    (Kellogg [Northwestern] - Kellogg School of Management [Northwestern University, Evanston] - Northwestern University [Evanston])

  • David Dubois

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

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.

Suggested Citation

  • Derek D. Rucker & Adam D. Galinsky & David Dubois, 2012. "Power and consumer behavior: How power shapes who and what consumers value," Post-Print hal-00724231, HAL.
    • Handle: RePEc:hal:journl:hal-00724231
    DOI: 10.1016/j.jcps.2011.06.001
    as

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