Not All Power Is Created Equal: Role of Social and Personal Power in Decision Making

Selin A. Malkoc, Washington University in St. Louis, USA
Michelle Duguid, Washington University in St. Louis, USA
We demonstrate that effect of power on context effects depends on its type: personal (vs. social) power attenuates the compromise effect, augments the choice deferral, and has no effect on the attraction effect. We further demonstrate that heightened sense of freedom for those with personal power that drives these effects.
[ to cite ]:
Selin A. Malkoc and Michelle Duguid (2012) ,"Not All Power Is Created Equal: Role of Social and Personal Power in Decision Making ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 303-307.