Turning a Blind Eye: When Views of Power Differentials Increase Deal Attractiveness

This research examines a novel factor that affects consumers’ evaluations of deals: vertical orientation – a knowledge structure reflecting power differentials. Three lab studies showed that high (vs. low) vertical orientation (chronically or situationally) leads to more favorable responses towards deals with vertically presented price information regardless of deal depth.


Michael Barone, Xingbo Li, Keith Lyle, and Karen Winterich (2017) ,"Turning a Blind Eye: When Views of Power Differentials Increase Deal Attractiveness", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 324-329.


Michael Barone, University of Louisville, USA
Xingbo Li, University of Louisville, USA
Keith Lyle, University of Louisville, USA
Karen Winterich, Pennsylvania State University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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