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.



Citation:

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.

Authors

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



Volume

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



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