Social Power and Financial Risk Taking: the Role of Agency-Communion

Three studies show that having versus lacking power over others leads to greater financial risk taking when individuals are agency-oriented but not communion-oriented. We attribute this to the notion that agentics associate power with self-interest goals aimed at enhancing one’s wealth and status, while communals link power with responsibility goals.



Citation:

Didem Kurt (2012) ,"Social Power and Financial Risk Taking: the Role of Agency-Communion", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1061-1062.

Authors

Didem Kurt, Boston University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products

Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA

Read More

Featured

J6. Cozying up to the Kardashians: A Theory for Consumers' Affinity towards Celebrity Gossip

Jayant Nasa, Indian School of Business
Tanuka Ghoshal, Baruch College, USA
Raj Raghunathan, University of Texas at Austin, USA

Read More

Featured

Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora

Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, 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.