2022 Volume 41 Issue 3 Pages 57-64
As an important psychological state, the sense of power has a widespread impact on consumers’ cognition, emotion, and behavior. In recent years, there has been a gradual increase in research on the impact of consumer sense of power. However, despite this growing literature, there has been no systematic review of work in this field. Therefore, there is a need for organization of previous research findings and clarification of future research topics. This paper reviews previous research based on the following five streams: (1) sense of power and compensatory consumption, (2) sense of power and communication effects of advertising, (3) sense of power and traveling, (4) sense of power and sustainable development goals (SDGs), and (5) sense of power and social crowding. The paper proposes that future research should (a) examine compensatory word of mouth (WOM), (b) focus on the location and visual elements of advertisements, and (c) consider the diversity of crowded environment settings.
