The Role of Power in Consumer Spending: Power and Compensatory Behavior

Derek Rucker, Northwestern University
Adam Galinsky, Northwestern University
Drawing upon three different literatures, one documenting that lack of power is an aversive state, one that status is a source of power, and another establishing the role of consumer products as signaling devices of status, the present research argues that experiencing a lack of power will lead consumers’ to allocate greater monetary resources to acquire products associated with status. The results of several experiments support this hypothesis. The present research holds novel implications for both consumer behavior and understanding compensatory motives evoked by feeling powerless.
[ to cite ]:
Derek Rucker and Adam Galinsky (2008) ,"The Role of Power in Consumer Spending: Power and Compensatory Behavior", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 194-197.