Not All Power Is Created Equal: Role of Social and Personal Power in Decision Making

We demonstrate that effect of power on context effects depends on its type: personal (vs. social) power attenuates the compromise effect, augments the choice deferral, and has no effect on the attraction effect. We further demonstrate that heightened sense of freedom for those with personal power that drives these effects.



Citation:

Selin A. Malkoc and Michelle Duguid (2012) ,"Not All Power Is Created Equal: Role of Social and Personal Power in Decision Making ", 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

Selin A. Malkoc, Washington University in St. Louis, USA
Michelle Duguid, Washington University in St. Louis, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

Read More

Featured

The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor

Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

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.