Power Influence The Preference Between Desirability And Feasibility

Power is an important component of social hierarchies, and it is also the identification of individuals. It lies in consumers’everyday life that the effects of power on consumers’ psychology and behavior, such as preferences, information processing and so on, have been recognized so widely. Based on the prior researches, we find that new research reflections. Firstly, there is no research investigating the effects of power on consumers’preference between desirability and feasibility. Secondly, little research determined the effects of power on consumer behavior in sight of goal pursuit. Thus, we predict that power has a significant effect on consumers’choice between desirability and feasibility that high-power individuals prefer desirable products and low-power individuals prefer feasible ones. During this process, goal orientation mediate the effect.This thesis examined the effects of power on consumers’attitude towards desirable vs. feasible objects through3studies. The first study using the general sense of power shows that high-power subjects prefer high desirable objects while low-power subjects prefer feasible ones. In the second study, power is manipulated by episode memorizing and the similar results are accessible that high-power subjects pay more attention to desirability while low-power subjects pay more attention to desirability. In study3,power is manipulated by roles playing. Not only the effects of power is tested, but also the mediating effect of goal oration is explored.The results of this research have both theoretical implications and practical implications. The analysis summarizes the prior research and direct future research.The main conclusions of the thesis can be used to design and prompt products.