As consumers, we form favorite brands and select services providers from a plethora of choices. According to a new study in the Journal of Consumer Research, how powerful we feel in our daily lives may impact our likelihood of switching favorites, trying something new, or both.
"Our research examines the impact of a person's perceived sense of power on their likelihood to switch products or brands," write authors Yuwei Jiang, Lingjing Zhan (both Hong Kong Polytechnic University), and Derek D. Rucker (Kellogg School of Management, Northwestern University).