Does your shopping style say you're powerful or powerless? - KWWL - Eastern Iowa Breaking News, Weather, Closings

Does your shopping style say you're powerful or powerless?

Updated: Sep 15, 2013 09:28 AM
  • Health Connections - Featured Health SpecialistsHealth PartnersMore>>

  • Scott Pharmacy

    Scott Pharmacy


    Scott Pharmacy, Inc. is a privately owned and operated business that has served the residents of Fayette County for more than 30 years. We are loyal to our patients.
    More >>

    Scott Pharmacy, Inc. is a privately owned and operated business that has served the residents of Fayette County for more than 30 years. We are loyal to our patients and will ensure that your order is filled quickly and correctly.
    More >>
  • Cedar Valley Medical Specialists

    Cedar Valley Medical Specialists


    Cedar Valley Medical Specialists, P.C. represents more than 60 providers in 20+ medical fields. By working together, the professional providers of Cedar Valley Medical Specialists, P.C. have focused our delivery
    More >>
    Cedar Valley Medical Specialists, P.C. represents more than 60 providers in 20+ medical fields. By working together, the professional providers of Cedar Valley Medical Specialists, P.C. have focused our delivery of quality healthcare on you and your family.More >>

SUNDAY, Sept. 15 (HealthDay News) -- How powerful you feel may influence how you compare the price of wines or other products, according to a new study.

The researchers explained that people use two main ways to evaluate if the price of a product is fair. They compare the current price with the price they've paid for the same item in the past (self-comparison) or see how the price compares with what other people are paying (other-comparison).

"The degree to which one feels powerful influences which type of price comparison threatens their sense of self-importance and, in turn, affects the perception of price unfairness," the study authors wrote.

The study found that people who felt more powerful were more likely to feel a price was unfair when it appeared that they were paying more than others, while people who did not feel powerful were more likely to feel a price was unfair when they used self-comparison.

The researchers also found that people who felt powerful were more likely to get angry about perceived price unfairness and were more likely to complain about it, according to the study published online recently in the Journal of Consumer Research.

On the other hand, people who did not feel powerful were more likely to feel sad about perceived price unfairness and to use tactics to avoid thinking about the issue, the authors pointed out in a journal news release.

"Our findings suggest important ways that marketing professionals can engage customers of different power statuses," wrote Liyin Jin and Yanqun He of Fudan University in China, and Ying Zhang of the University of Texas, Austin.

"For example, when marketing to high-power customers, one can better elicit preference by highlighting the special treatment that they are receiving in relation to other customers. Conversely, when the target customers are relatively low in power, loyalty may be better cultivated by highlighting the consistency in service or the level of commitment to these customers," the authors concluded.

More information

USA.gov offer tips for being a savvy consumer.

Copyright © 2013 HealthDay. All rights reserved.

*DISCLAIMER*: The information contained in or provided through this site section is intended for general consumer understanding and education only and is not intended to be and is not a substitute for professional advice. Use of this site section and any information contained on or provided through this site section is at your own risk and any information contained on or provided through this site section is provided on an "as is" basis without any representations or warranties.
Powered by WorldNow
All content © Copyright 2000 - 2014 WorldNow and KWWL. All Rights Reserved.
For more information on this site, please read our Privacy Policy and Terms of Service and Mobile Privacy Policy & Terms of Service.

Persons with disabilities who need assistance with issues relating to the content of this station's public inspection file should contact Administrative Assistant Sandy Youngblut at 319-291-1259. Questions or concerns relating to the accessibility of the FCC's online public file system should be directed to the FCC at 888-225-5322, at 888-835-5322 (TTY) or at fccinfo@fcc.gov.