Journal
JOURNAL OF CONSUMER PSYCHOLOGY
Volume 22, Issue 3, Pages 352-368Publisher
JOHN WILEY & SONS LTD
DOI: 10.1016/j.jcps.2011.06.001
Keywords
Power; Agentic orientation; Communal orientation; Value; Social hierarchy
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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. (C) 2011 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.
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