Fairness Or Compassion? Cultural Differences in Power Norms Affect Judgments of Power-Holders

Carlos J. Torelli, University of Minnesota, USA
Sharon Shavitt, University of Illinois, USA
Timothy Johnson, University of Illinois at Chicago, USA
Noel Chavez, University of Illinois at Chicago, USA
Young Ik Cho, University of Illinois at Chicago, USA
Allyson Holbrook, University of Illinois at Chicago, USA
This research demonstrates that European Americans (Hispanics) are predisposed to apply to power-holders injunctive norms of fairness (compassion). These cultural variations were more evident when power was salient, and emerged in the norms more likely to be endorsed, the approval of hypothetical negotiators, and the evaluations of powerful service providers.
[ to cite ]:
Carlos J. Torelli, Sharon Shavitt, Timothy Johnson, Noel Chavez, Young Ik Cho, and Allyson Holbrook (2013) ,"Fairness Or Compassion? Cultural Differences in Power Norms Affect Judgments of Power-Holders", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.