Power and Choice: a Compensatory Theory of Control

Choice and power compensate for each other in providing consumers with a sense of control. Relative to higher-power consumers, lower-power consumers are more sensitive to a loss of choice and report greater dissatisfaction with both process and outcome. When deprived of choice, lower power consumers try harder to regain control.


Simona Botti and M. Ena Inesi (2011) ,"Power and Choice: a Compensatory Theory of Control", 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.


Simona Botti, London Business School, UK
M. Ena Inesi, London Business School, UK


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

Read More


System Justification and the Preference for Atavistic Products

Minju Han, Yale University, USA
George Newman, Yale University, USA

Read More


I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations

Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex

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.