Mere Influence Effect: When Motivation to Influence Drives Decision

We propose that people are motivated to influence, and to show their control over, the environment around them. This motivation to be influential, independent of hedonic consideration of the choice options, systematically affect decision making. In four studies, in the contexts of actual presidential elections, charitable giving of real consequences, and program evaluations, we find strong support for this mere influence effect.


Xianchi Dai, Leilei Gao, and Baba Shiv (2011) ,"Mere Influence Effect: When Motivation to Influence Drives Decision", 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: 14-15.


Xianchi Dai, Chinese University of Hong Kong
Leilei Gao, Chinese University of Hong Kong
Baba Shiv, Stanford University, USA


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

Share Proceeding

Featured papers

See More


Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

Read More


Consumer Reluctance Toward Medical Artificial Intelligence: The Underlying Role of Uniqueness Neglect

Chiara Longoni, Boston University, USA
Andrea Bonezzi, New York University, USA
Carey K. Morewedge, Boston University, USA

Read More


When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.