The Power to Know What You Want: How Power Influences Preference Consistency

Bella Rozenkrants, Stanford University, USA
Daniella Kupor, Stanford University, USA
Andrea Weihrauch, Friederich-Alexander University Erlangen-Nuremberg, Germany
Jonathan Levav, Stanford Graduate School of Business, Stanford University, USA
We hypothesize that power increases preference consistency. In three experiments, we show that power increase reliance on internal preferences compared to external cues, that power increases consistency between preferred product features and choices, and that power decreases transitivity violations. Future directions, theoretical implications, and practical implications are discussed.
[ to cite ]:
Bella Rozenkrants, Daniella Kupor, Andrea Weihrauch, and Jonathan Levav (2013) ,"The Power to Know What You Want: How Power Influences Preference Consistency", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.