This research examines the influence of power on consumer decision strategies. It proposes that high power directs consumers' attention to options' positive features, making choosing a more preferred strategy than rejecting, whereas low power shifts consumers' focus to negative features, making...

In five studies, the present research examines the impact of having an independent (vs. interdependent) mindset on consumer adoption of new products. A first study finds that consumers in a predominantly independent (vs. interdependent) culture are more willing to adopt really new products...

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...