Does your shopping style say you're powerful or powerless? - KFDA - NewsChannel 10 / Amarillo News, Weather, Sports

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

Updated: Sep 15, 2013 09:28 AM

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.

  • Health WatchMore>>

  • House approves VA health care overhaul

    House approves VA health care overhaul

    Wednesday, July 30 2014 9:12 PM EDT2014-07-31 01:12:40 GMT
    With a new Veterans Affairs secretary in place and an August recess looming, Congress is moving quickly to approve a compromise bill to refurbish the VA and improve veterans' health care.
    The House overwhelmingly approved a landmark bill Wednesday to help veterans avoid long waits for health care that have plagued the Veterans Affairs Department for years.
  • $1,000 Sovaldi now hepatitis treatment of choice

    $1,000 Sovaldi now hepatitis treatment of choice

    Wednesday, July 30 2014 8:58 PM EDT2014-07-31 00:58:45 GMT
    A $1,000-per-pill drug that insurers are reluctant to pay for has quickly become the treatment of choice for a liver-wasting viral disease that affects more than 3 million Americans.
    The price is sky-high, but so is demand. A new $1,000-per-pill drug has become the treatment of choice for Americans with hepatitis C, a liver-wasting disease that affects more than 3 million.
  • Deportations halted at New Mexico processing center

    Deportations halted at New Mexico processing center

    Deportations halted at New Mexico processing center

    Artesia, NM - Officials at an immigration processing center in new mexico announced they will be halting all deportations for the time being.
    Artesia, NM - Officials at an immigration processing center in new mexico announced they will be halting all deportations for the time being.
*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.