Power Impact On Product Preference Perception:The Median Effect Of Self-construals

Power is the ability to control resources and results,and Power is influenced by many social factors.Power has the extensive influence on the consumer’s decision-making process,product preferences,and so on.we found that research on power mostly focused on the behavioral science and other fields.In the consumption field,the perspective of power to explore the impact on the consumer behavior research is less.From the view point of self construction to study mechanism of power is less.we predict that power can influence consumer buying preferences between conspicuous products and functional products,and Self construction have played an important role in the mediation.This paper designed the three experiments to explore the relationship between power and product preferences.and then further examined the self construction of intermediary effect.the study 1,the general sense of power influence on product preference.Experiment 1 a,we want to measure consumer preferences for products,when advertising emphasized the status and product quality;Experiment 1b,when the product status and quality at the same time rendering(high position and low quality,high quality low status),verify the influence of consumer preferences for products.In study 2,power is manipulated by episode memorizing and power influence on product preference,experiment 2a,when advertising emphasized the status and product quality(high position and high quality),then measured consumer preferences for products.Experiment 2b,when the product status and quality at the same time rendering(high position and low quality,high quality low status),then measured consumer preferences for products.In study 3,Through role-playing method to start the temporary power,we investigate power’s influence on product preference and self construction of intermediary effect.My research draws the following conclusion:(1)the general sense of power can influence on product preference.high power prefer functional products,low power prefer conspicuous products.(2)the temporary power can also influence consumer product preferences,high power individuals prefer functional products,low power prefer conspicuous products.(3)high power individuals prefer functional products,independent self construct intermediary effect;Low power individuals prefer conspicuous product,associated self construction of mediation.