Powerlessness and Consumption: the Shaping of Who and What We Value

Derek Rucker, Northwestern University, USA
David Dubois, Northwestern University, USA
Adam Galinsky, Northwestern University, USA
States of low power increase consumers’ spending on status objects because status is one means to elevate one’s sense of power. This paper explores a more dynamic effect of powerlessness by showing the spending behavior of the powerless is shaped by the confluence of product status and the purchase recipient.
[ to cite ]:
Derek Rucker, David Dubois, and Adam Galinsky (2011) ,"Powerlessness and Consumption: the Shaping of Who and What We Value", 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: 186-187.