Power and Choice: Do Powerful Consumers Prefer Bold Options?

Mehdi Mourali, University of Calgary, Canada
Frank Pons, Laval University, Canada
This paper examines the influence of consumers’ sense of power on their choice behavior. Building on the approach/inhibition theory of power (Keltner, Gruenfeld, and Anderson 2003), we speculated that elevated power would increase consumer preference for bold versus timid options. Two studies using different manipulations of power and different instantiations of bold/timid choice problems provided consistent support for this effect. Moreover, a third study revealed that this effect of power on choice disappears when consumers’ sense of responsibility is made salient.
[ to cite ]:
Mehdi Mourali and Frank Pons (2010) ,"Power and Choice: Do Powerful Consumers Prefer Bold Options?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 601-601 .