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

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.
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https://hal-hec.archives-ouvertes.fr/hal-00724231
Contributor : Antoine Haldemann <>
Submitted on : Monday, August 20, 2012 - 10:34:28 AM
Last modification on : Monday, January 29, 2018 - 5:22:54 PM

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Derek D. Rucker, Adam D. Galinsky, David Dubois. Power and consumer behavior: How power shapes who and what consumers value. Journal of Consumer Psychology, Elsevier, 2012, 22 (3), pp.352-368. ⟨10.1016/j.jcps.2011.06.001⟩. ⟨hal-00724231⟩

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