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Power and consumer behavior: How power shapes who and what consumers value
Author(s) -
Rucker Derek D.,
Galinsky Adam D.,
Dubois David
Publication year - 2012
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2011.06.001
Subject(s) - transformative learning , value (mathematics) , power (physics) , perception , consumer behaviour , psychology , function (biology) , product (mathematics) , marketing , cognition , cognitive psychology , social psychology , computer science , business , developmental psychology , physics , geometry , mathematics , quantum mechanics , machine learning , neuroscience , evolutionary biology , biology
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.