The Power Switch: How Psychological Power Influences Brand Switching Decisions

Results from three experiments show that consumers’ propensity to switch brands increases under incidentally heightened states of power. Furthermore, adding a novel perspective for the power literature, we demonstrate that allowing individuals to engage in action can sate the action orientation of high power.



Citation:

Yuwei Jiang, Lingjing Zhan, and Derek Rucker (2012) ,"The Power Switch: How Psychological Power Influences Brand Switching Decisions", 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.

Authors

Yuwei Jiang, Hong Kong Polytechnic University, China
Lingjing Zhan, Hong Kong Polytechnic University, China
Derek Rucker, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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