How Sense of Power Influences Generation of Online Advice

Inbal Stockheim, Tel Aviv University, Israel
Shai Danziger, Tel Aviv University, Israel
Liat Levontin, Technion University, Israel
Does the internet enable powerful consumers to act pro-socially while satisfying their need for power? In four studies, we demonstrate that sense of power facilitates on-line advice generation, that need for power moderates this effect, and that the availability of others’ opinions weakens it.
[ to cite ]:
Inbal Stockheim, Shai Danziger, and Liat Levontin (2015) ,"How Sense of Power Influences Generation of Online Advice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 808-808.