Power and Consumption: When Do the Powerful (Less) Desire Status?

The current research explores how people’s preference for status-related products is altered by their associations with power. Consistent with prior research, we suggest that when focused on feelings of power or powerlessness, a state of powerlessness leads to a preference for status-related products. However, we put forth a novel hypothesis that, when focused on role associations of power, a state of high power leads to a greater willingness to acquire status-related products than a state of low power. Two experiments found support for these predictions. An expectation-confirmation perspective is offered as the foundation of this prediction.


Miao Hu, Derek Rucker, and Adam Galinsky (2011) ,"Power and Consumption: When Do the Powerful (Less) Desire Status?", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 326-327.


Miao Hu, Northwestern University
Derek Rucker, Northwestern University
Adam Galinsky, Northwestern University


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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