The Power Switch: How Psychological Power Influences Brand Switching Decisions

Yuwei Jiang, Hong Kong Polytechnic University, China
Lingjing Zhan, Hong Kong Polytechnic University, China
Derek Rucker, Northwestern University, USA
Results from three experiments show that consumers’ propensity to switch brands increases under incidentally heightened states of power. Furthermore, adding a novel perspective for the power literature, we demonstrate that allowing individuals to engage in action can sate the action orientation of high power.
[ to cite ]:
Yuwei Jiang, Lingjing Zhan, and Derek Rucker (2012) ,"The Power Switch: How Psychological Power Influences Brand Switching Decisions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 303-307.