How powerful do you feel right now? While we may assume that our perceptions of power come from the actual authority we have over ourselves and others, there are in fact many factors that can cause us to feel more or less powerful in a given context. When the economy worsens, fears of rising prices or job losses can make us feel powerless. When we get a high-paying job, it can make us feel powerful. Even seemingly banal experiences such as seeing a favorite sports team win the big game or just sitting in a taller chair can increase our sense of power — and this can have a major impact on how we make decisions.
Research: When Consumers Feel Less Powerful, They Seek More Variety
Choosing the combo platter can restore a sense of autonomy.
October 19, 2022
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Summary.
From holding a higher-paying job to sitting in a taller chair, there are countless factors that can make us feel more or less powerful. But how do perceptions of power influence consumers’ buying decisions? The authors’ recent research explores this question and finds that customers who feel less powerful are more likely to seek out a wider variety of products, such as a variety pack of chocolates or a combo of multiple types of coffee beans, but that interventions that boost consumers’ autonomy can ameliorate this effect. In light of these findings, the authors suggest that if a retailer has reason to think that its customer base is likely to feel relatively powerless, then it may benefit from showcasing a wider range of products. At the same time, if offering a range of products is infeasible, they suggest that it may be worth pursuing strategies to intentionally boost customers’ sense of autonomy, such as focusing on empowering messaging and offering customization options, to reduce less-powerful customers’ need for variety and thus increase the chances that they’ll make a purchase.