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Power and variety-seeking: A compensatory perspective.
1College of Literature and Journalism of Sichuan University, Chengdu, Sichuan, China.
Frontiers in Psychology
|September 26, 2022
Summary
Feeling a lack of power increases the desire for variety in choices. This happens because seeking diverse options helps restore a sense of control, especially when consumer knowledge is low.
Area of Science:
- Consumer Psychology
- Behavioral Economics
- Social Psychology
Background:
- Power dynamics significantly influence consumer behavior and decision-making processes.
- Variety-seeking is a common consumer behavior, but its drivers are complex and context-dependent.
Purpose of the Study:
- To investigate the effect of low-power states on consumer variety-seeking behavior.
- To explore the mediating role of the desire for control in this relationship.
- To examine the moderating effect of consumer knowledge on the power-variety-seeking link.
Main Methods:
- Three controlled experiments were conducted across diverse product categories.
- Participants were experimentally induced into either a low-power or a neutral state.
- Variety-seeking was measured, and the moderating role of domain-specific consumer knowledge was assessed.
Main Results:
- A low-power state was found to significantly increase variety-seeking behavior.
- This effect was mediated by an increased desire to regain a sense of control.
- The positive relationship between low power and variety-seeking was attenuated when participants possessed high domain-specific knowledge.
Conclusions:
- Low power can be a significant driver of variety-seeking as a compensatory mechanism to restore control.
- Consumer knowledge acts as an alternative pathway to control, reducing the need for variety-seeking when feeling powerless.
- Findings enhance understanding of the interplay between power, knowledge, and consumer choice.
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