This article maintains that power enhances consumers’ ability to resist social influence but produces different resistance outcomes, depending on the level of certainty with which consumers hold their own attitudes. When attitude certainty is high, empowered consumers resist social influence...

This article examines the influence of consumers' motivational orientations on their susceptibilities to context effects. Prevention-focused consumers were found to be more sensitive to the compromise effect and less sensitive to the attraction effect than promotion-focused consumers. In...