Culture and Mental Representations of Power

We examine the link between culture and consumer phenomena by focusing on the relationship between cultural orientation and mental representations of power goals. Results from seven studies support the notion that individuals high in vertical individualism (VI) have strong mental representations of personalized-power goals of signaling status to others, whereas individuals high in horizontal collectivism (HC) have strong representations of socialized-power goals of helping others. The distinct associations with power have an impact on the power-related goals that individuals activate in varied consumer contexts. We discuss some of the implications of the activation of these goals for information processing.



Citation:

Carlos Torelli and Sharon Shavitt (2007) ,"Culture and Mental Representations of Power", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research.

Authors

Carlos Torelli, University of Illinois at Urbana–Champaign, USA
Sharon Shavitt, University of Illinois at Urbana–Champaign, USA



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

Read More

Featured

A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA

Read More

Featured

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

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.