Balance or Highlight? The Impact of Power on Consumer Choices for Joint Consumption
Consumers often make decisions on behalf of the self and others, such as family, friends, or colleagues, when choosing products to jointly consume. Postulating that power—a central element of social dynamics—shapes reliance on internal versus external information, the current research explores its e...
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| Format: | Article |
| Language: | English |
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Korean Marketing Association
2025-01-01
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| Series: | Asia Marketing Journal |
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| Online Access: | https://amj.kma.re.kr/journal/vol26/iss4/2/ |
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| _version_ | 1841527649866874880 |
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| author | Chaeyeong Kim |
| author_facet | Chaeyeong Kim |
| author_sort | Chaeyeong Kim |
| collection | DOAJ |
| description | Consumers often make decisions on behalf of the self and others, such as family, friends, or colleagues, when choosing products to jointly consume. Postulating that power—a central element of social dynamics—shapes reliance on internal versus external information, the current research explores its effect on joint consumption choices. Across three studies, I find that low-power individuals balance self and others’ preferences, whereas high-power individuals are likely to highlight their preferences (H1). In addition, I provide evidence for decision-making strategy (i.e., reliance on reasons vs. feelings) as the key mechanism underpinning the relationship between power and joint consumption choices (H2). Finally, I demonstrate that this effect is attenuated when individuals have a heightened need for justification, via moderation and mediation (H3 and H4). |
| format | Article |
| id | doaj-art-fa2afc8cfe6b4030a601ec3a8074cc49 |
| institution | Kabale University |
| issn | 1598-7868 2765-6500 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Korean Marketing Association |
| record_format | Article |
| series | Asia Marketing Journal |
| spelling | doaj-art-fa2afc8cfe6b4030a601ec3a8074cc492025-01-15T10:08:28ZengKorean Marketing AssociationAsia Marketing Journal1598-78682765-65002025-01-01264224242https://doi.org/10.53728/2765-6500.1640Balance or Highlight? The Impact of Power on Consumer Choices for Joint ConsumptionChaeyeong Kim0https://orcid.org/0000-0003-0610-0689Sogang Business School, Sogang University, Seoul, Republic of KoreaConsumers often make decisions on behalf of the self and others, such as family, friends, or colleagues, when choosing products to jointly consume. Postulating that power—a central element of social dynamics—shapes reliance on internal versus external information, the current research explores its effect on joint consumption choices. Across three studies, I find that low-power individuals balance self and others’ preferences, whereas high-power individuals are likely to highlight their preferences (H1). In addition, I provide evidence for decision-making strategy (i.e., reliance on reasons vs. feelings) as the key mechanism underpinning the relationship between power and joint consumption choices (H2). Finally, I demonstrate that this effect is attenuated when individuals have a heightened need for justification, via moderation and mediation (H3 and H4).https://amj.kma.re.kr/journal/vol26/iss4/2/powerdecision-making strategy (reasons vs. feelings)joint consumptionneed for justification |
| spellingShingle | Chaeyeong Kim Balance or Highlight? The Impact of Power on Consumer Choices for Joint Consumption Asia Marketing Journal power decision-making strategy (reasons vs. feelings) joint consumption need for justification |
| title | Balance or Highlight? The Impact of Power on Consumer Choices for Joint Consumption |
| title_full | Balance or Highlight? The Impact of Power on Consumer Choices for Joint Consumption |
| title_fullStr | Balance or Highlight? The Impact of Power on Consumer Choices for Joint Consumption |
| title_full_unstemmed | Balance or Highlight? The Impact of Power on Consumer Choices for Joint Consumption |
| title_short | Balance or Highlight? The Impact of Power on Consumer Choices for Joint Consumption |
| title_sort | balance or highlight the impact of power on consumer choices for joint consumption |
| topic | power decision-making strategy (reasons vs. feelings) joint consumption need for justification |
| url | https://amj.kma.re.kr/journal/vol26/iss4/2/ |
| work_keys_str_mv | AT chaeyeongkim balanceorhighlighttheimpactofpoweronconsumerchoicesforjointconsumption |