Power and Consumer Behavior: Power Shapes Who and What we Value

A. Galinsky, D. Rucker, D. DUBOIS

Journal of Consumer Psychology

juillet 2012, vol. 22, n°3, pp.352-268

Départements : Marketing

Mots clés : Power, Agentic orientation, Communal orientation, Value, Social hierarchy

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.Keywords Power; Agentic orientation; Communal orientation; Value; Social hierarchy