Does Priming a Sense of Powerfulness Encourage Consumers to Buy Healthy Foods?

Xin Wang, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
High (low) power individuals are more likely to buy healthy (tasty) food when the message is baseline, non-assertive; High (low) power individuals are more willing to buy tasty (healthy) food when the message is assertive. The reactance/motivation elicited by the assertiveness of the message is the underlying mechanism.
[ to cite ]:
Xin Wang and Jiao Zhang (2016) ,"Does Priming a Sense of Powerfulness Encourage Consumers to Buy Healthy Foods?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 673-674.