Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior
Conspicuous consumption versus utilitarian ideals: How different levels of power shape consumer behavior
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DOI：
10.1016/j.jesp.2009.01.005
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发表时间：
2009-05-01
影响因子：
3.5
通讯作者：
Galinsky, Adam D.
中科院分区：
文献类型：
--
作者：
Rucker, Derek D.;Galinsky, Adam D.
目前的工作探讨如何体验高与低的权力创造了质的不同的心理动机，产生独特的消费模式。基于越来越多的证据表明，权力状态的增加集中在一个人自己的内在欲望上，我们提出，高权力将导致对被视为提供效用的产品的更大偏好（例如，质量（quality）是个人。与此相反，扩展过去的研究表明，无力感培养了一种补偿性的动机，以恢复权力：我们表明，无权更喜欢可见的或炫耀性的消费，信号的地位给别人。不管高功率和低功率是否被测量、被间歇性地引发或被结构性地操纵，并且不管消耗模式如何被测量（例如，购买意向，消费者态度，或创造自己的广告口号），五个实验支持一个吝啬的模型，不同层次的权力如何影响消费者的行为。考虑到日常权力波动的普遍性，以及消费在日常生活中的主导作用，这些发现可能具有广泛的影响，从针对不同细分市场的定制广告到理解消费者债务的增加。(C)2009 Elsevier Inc. All rights reserved.
The present work examines how experiencing high versus low power creates qualitatively distinct psychological motives that produce unique consumption patterns. Based on accumulating evidence that states of power increase focus on one's own internal desires, we propose that high power will lead to a greater preference for products that are viewed as offering utility (e.g., performance, quality) to the individual. In contrast, extending past research showing that powerlessness fosters a compensatory motive to restore power: we demonstrate that the powerless prefer visible or conspicuous consumption that signals status to others. Regardless of whether high and low power were measured, episodically primed, or structurally manipulated, and regardless of how consumption patterns were measured (e.g., purchasing intentions, consumer attitudes, or creation of one's own advertising slogan), five experiments support a parsimonious model for how different levels of power impact consumer behavior. Given the pervasiveness of everyday fluctuations in power, and the governing role of consumption in everyday life, these findings have potentially broad implications, from tailored advertising to different market segments to understanding the rise in consumer debt. (C) 2009 Elsevier Inc. All rights reserved.