Powerful People Think Differently: Power and Reliance on Associative Knowledge in Consumption Contexts

Hendrik Slabbinck, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
We provide deeper insights into the knowledge structures on which powerful and powerless consumers rely on when making judgments and decisions. To do so, we make a distinction between associative (i.e. implicit) and propositional (i.e. explicit) knowledge and posit that powerful people rely more heavily on associative knowledge than powerless people.
[ to cite ]:
Hendrik Slabbinck and Mario Pandelaere (2013) ,"Powerful People Think Differently: Power and Reliance on Associative Knowledge in Consumption Contexts", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.