A Sense of Power and Uniqueness Seeking

This research examines how uniqueness seeking is affected by individuals’ states of power. We proposed that individuals experiencing a state of power were more likely to seek uniqueness, whereas those experiencing a state of powerlessness tend to seek conformity. This effect was supported by three studies. In Study 1, a survey investigation based on 114 respondents revealed a positive correlation between individuals’ generalized sense of power and their need-for-uniqueness. With a lab experiment, Study 2 confirmed that individuals having (lacking) power tended to choose less (more) popular product options. Study 3 further demonstrated that participants primed with high power generated more uniqueness-featured advertising slogans than those primed with low power. Managerial implications from the current research were discussed.


Liyin Jin, Deqiang Zou, Yanqun He, and Qian Xu (2011) ,"A Sense of Power and Uniqueness Seeking", 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: 349-350.


Liyin Jin, Fudan University, China
Deqiang Zou, Fudan University, China
Yanqun He, Fudan University, China
Qian Xu, Fudan University, China


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

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