Power and Unconventional Choice

We propose that powerful consumers often make unconventional choices to signal their power to others. Building on identity-signaling research, we argue that high power individuals feel compelled to communicate. One way to signal one’s power is to show that one is not afraid to make bold, unconventional, choices.


Mehdi Mourali and Frank Pons (2012) ,"Power and Unconventional Choice", 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: 303-307.


Mehdi Mourali, University of Calgary, Canada
Frank Pons, Université Laval, Canada


NA - Advances in Consumer Research Volume 40 | 2012

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