They Say High, I Say Low: the Effect of Power on Consumer Response to Social Influence

Mehdi Mourali, University of Calgary, Canada
Zhiyong Yang, University of Texas Arlington, USA
This paper examines the effect of power on consumers’ response to social influence. It finds that high power consumers often diverge from others’ opinions to communicate their independence and power to others, even if doing so contradicts their privately-held attitudes.
[ to cite ]:
Mehdi Mourali and Zhiyong Yang (2011) ,"They Say High, I Say Low: the Effect of Power on Consumer Response to Social Influence", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 443-444.