The Impact And Mechanism Of Sense Of Power On Inaction Inertia: The Perspective Of Endowment Effec

Inaction inertia exists widely in our daily life,reflected in marketing,organizational behavior,pension savings and other fields,especially in the field of consumption.But inaction inertia can have negative consequences for businesses and consumers,such as missing out good purchasing opportunities and switching to competing brands.Therefore,it is necessary to explore the explanatory mechanism of inaction inertia and take effective measures to reduce the negative impact of it.Previous studies on inaction inertia mainly discussed how different types of "opportunity" and other situational factors affect inaction inertia,ignoring the impact of consumers’ subjective perception on inaction inertia.In recent years,the research on the sense of power has gradually penetrated into the field of consumption,and how consumers’ sense of power affects consumer behavior and decision-making has been widely concerned by scholars.However,no research has explored the relationship between sense of power and inaction inertia.In addition to consumers’ self-perception,their perception of the relationship between products and themselves will also affect subsequent consumption decisions and behaviors through changing product evaluation.Therefore,the endowment effect is introduced to explore the joint impact and mechanism of sense of power and psychological ownership on inaction inertia.Study 1a measured the long-term sense of power through a questionnaire,and took practical products(sports shoes)as stimuli to explore the effect of sense of power on inaction inertia.Study 1b manipulated the state sense of power through the recall-writing task.The results showed that compared with high sense of power,consumers with low sense of power showed higher inaction inertia.In study 2,psychological ownership was introduced based on the endowment effect.The moderating effect of psychological ownership on the relationship between sense of power and inaction inertia was investigated.The results showed that psychological ownership moderates the effect of sense of power on inaction inertia.When the psychological ownership towards products was high,the inaction inertia of consumers with high sense of power was significantly lower than that of consumers with low sense of power.However,when customers’ psychological ownership of products was low,the difference of inaction inertia between high sense of power consumers and low sense of power consumers was small.And valuation played a mediating role in the effect of the sense of power and psychological ownership on inaction inertia.In study 3,more realistic advertising was used to activate participants’ sense of power,and the online purchase situation of hedonic product(travel package)was used to explore the chain mediated moderation model.The results showed that valuation and expected regret played a chain mediating role in the impact of sense of power and psychological ownership on inaction inertia.This study examines the effect of sense of power on inaction inertia through four empirical studies,and draws the following conclusions:(1)consumers with high(vs.low)sense of power showed weaker inaction inertia;(2)psychological ownership moderated the effect of sense of power on inaction inertia;(3)valuation played a mediating role in the impact of sense of power and psychological ownership on inaction inertia;(4)valuation and anticipated regret played a chain mediating role in the impact of sense of power and psychological ownership on inaction inertia.Starting from consumers’ subjective perception,this study links the sense of power with inaction inertia,enriching the research in the field of sense of power and inaction inertia.And based on the perspective of endowment effect,the current study introduced psychological ownership,and explored the joint effect and mechanism of sense of power and psychological ownership on inaction inertia.It not only revealed the internal mechanism and boundary conditions of the relationship between sense of power and inaction inertia,but also verifies the sequence relationship of valuation and regret,which contributes to a deeper and comprehensive understanding of inaction inertia.In addition,the research can also help people think about effective measures to reduce the negative impact of inaction inertia in practice,which can not only remind consumers to make rational decisions and not miss good opportunities,but also provide businesses with new ideas of product marketing.