Power and Choice: a Compensatory Theory of Control

Simona Botti, London Business School, UK
M. Ena Inesi, London Business School, UK
Choice and power compensate for each other in providing consumers with a sense of control. Relative to higher-power consumers, lower-power consumers are more sensitive to a loss of choice and report greater dissatisfaction with both process and outcome. When deprived of choice, lower power consumers try harder to regain control.
[ to cite ]:
Simona Botti and M. Ena Inesi (2011) ,"Power and Choice: a Compensatory Theory of Control", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.