Featured Research

from universities, journals, and other organizations

Power play: Empowered consumers are more likely to switch brands

Date:
March 11, 2014
Source:
Journal of Consumer Research, Inc.
Summary:
According to a new study, how powerful we feel in our daily lives may impact our likelihood of switching favorites, trying something new, or both. Brands interested in both drawing more customers and preventing customer loss might consider measuring the level of empowerment of their consumer base and also looking for situational triggers that might make consumers feel more (versus less) powerful. As such, luxury brands with a rich and powerful customer base may benefit from diversifying their current product line.

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).

Over six experiments, the authors artificially heightened participants' sense of power and then immediately measured how engaged they were in the idea of switching products or brands. When participants felt powerful, they were more likely to express an interest in switching to a new Internet service provider or changing the flavor of ice cream they wanted to eat. Importantly, the researchers only measured this type of behavior when participants were provided with an opportunity to take action.

Brands interested in both drawing more customers and preventing customer loss might consider measuring the level of empowerment of their consumer base and also looking for situational triggers that might make consumers feel more (versus less) powerful. As such, luxury brands with a rich and powerful customer base may benefit from diversifying their current product line.

Similarly, brands targeting new customers might seek to temporarily empower people in an effort to increase their propensity to switch. For example, by beginning sales calls with "We know you have the power to select your own phone service," telephone companies may generate new business.

"Many companies have succeeded by empowering consumers. Old Spice Swagger deodorant went from being the brand's worst performing scent to their best after the company advertised its empowering effect by demonstrating how Swagger helped Brian Urlacher transform from a small 'little nerd person' to a 'colossal man mountain of awesomeness.' Similarly, Hummer's H3 ad campaign told consumers how their brand would give them the respect and power they deserved. Thus, a brand deciding to target other consumers to switch might follow these examples by focusing on the empowered consumer," the authors conclude.


Story Source:

The above story is based on materials provided by Journal of Consumer Research, Inc.. Note: Materials may be edited for content and length.


Journal Reference:

  1. Yuwei Jiang, Lingjing Zhan, and Derek D. Rucker. Power and Action Orientation: Power as a Catalyst for Consumer Switching Behavior. Journal of Consumer Research, June 2014

Cite This Page:

Journal of Consumer Research, Inc.. "Power play: Empowered consumers are more likely to switch brands." ScienceDaily. ScienceDaily, 11 March 2014. <www.sciencedaily.com/releases/2014/03/140311123930.htm>.
Journal of Consumer Research, Inc.. (2014, March 11). Power play: Empowered consumers are more likely to switch brands. ScienceDaily. Retrieved July 24, 2014 from www.sciencedaily.com/releases/2014/03/140311123930.htm
Journal of Consumer Research, Inc.. "Power play: Empowered consumers are more likely to switch brands." ScienceDaily. www.sciencedaily.com/releases/2014/03/140311123930.htm (accessed July 24, 2014).

Share This




More Science & Society News

Thursday, July 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

New Painkiller Designed To Discourage Abuse: Will It Work?

New Painkiller Designed To Discourage Abuse: Will It Work?

Newsy (July 24, 2014) The FDA approved Targiniq ER on Wednesday, a painkiller designed to keep users from abusing it. Like any new medication, however, it has doubters. Video provided by Newsy
Powered by NewsLook.com
Condemned Man's US Execution Takes Nearly Two Hours

Condemned Man's US Execution Takes Nearly Two Hours

AFP (July 24, 2014) America's death penalty debate raged Thursday after it took nearly two hours for Arizona to execute a prisoner who lost a Supreme Court battle challenging the experimental lethal drug cocktail. Duration: 00:55 Video provided by AFP
Powered by NewsLook.com
China's Ageing Millions Look Forward to Bleak Future

China's Ageing Millions Look Forward to Bleak Future

AFP (July 24, 2014) China's elderly population is expanding so quickly that children struggle to look after them, pushing them to do something unexpected in Chinese society- move their parents into a nursing home. Duration: 02:07 Video provided by AFP
Powered by NewsLook.com
Hundreds in Virginia Turn out for a Free Clinic to Manage Health

Hundreds in Virginia Turn out for a Free Clinic to Manage Health

AFP (July 24, 2014) America may be the world’s richest country, but in terms of healthcare, the World Health Organisation ranks it 37th - prompting hundreds in Virginia to turn out for a free clinic run by “Remote Area Medical”. Duration 02:40 Video provided by AFP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins