The Impact of Power on Reliance on Feelings Versus Reasons in Decision Making
This research examines the impact of power on consumer decision making. We hypothesize that consumers in high- (vs. low-) power state are more likely to rely on affective feelings (vs. cognitive reasoning) in decision making. Five experiments provide convergent evidence using different operationalizations of feeling based versus reason-based decision making.
Yunhui Huang, Hannah Chang, and Jiewen Hong (2016) ,"The Impact of Power on Reliance on Feelings Versus Reasons in Decision Making", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 490-492.
Yunhui Huang, Hong Kong University of Science and Technology, China
Hannah Chang, Singapore Management University, Singapore
Jiewen Hong, Hong Kong University of Science and Technology, China
NA - Advances in Consumer Research Volume 44 | 2016
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