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

Posted 26 April By Tilman GeraldBlog ListTagged Consumer psychology, Scholarly JournalOne Comment

There’s is no better way to stay current and keep your strategy up to date then by reading scholarly journals. Today’s selection covers the role that power plays in valuation by consumers. It’s a heavy dose of consumer psychology, so it may be best to break this down into two or three sessions.

The abstract will give you a brief summary, full article available via the link.


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. © 2011 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.


Comments (1)
  • May 7 2016, 6:55 AM Reply

    It’s really great that people are sharing this inrnamftioo.

Leave a Comment

 Previous  All works Next