Choosing Versus Rejecting: How Power Shapes Our Decision Strategies

This research examines the influence of power on decision strategies. In two studies, we find that power increases preference for choosing versus rejecting. We also find that powerful (powerless) consumers are more satisfied with their choices when they choose (reject), but that these effects disappear when consumers are reminded of their responsibility.


Mehdi Mourali and Anish Nagpal (2011) ,"Choosing Versus Rejecting: How Power Shapes Our Decision Strategies", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Mehdi Mourali, University of Calgary, Canada
Anish Nagpal, University of Melbourne, Australia


NA - Advances in Consumer Research Volume 38 | 2011

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