The limited effects of power on satisfaction with joint consumption decisions

Robert J. Fisher, Yany Grégoire, Kyle B. Murray

Journal of Consumer Psychology · 2011 · Volume 21 · Issue 3

DOI: 10.1016/j.jcps.2011.03.006

Abstract

We conduct three experiments in which participants in dyads choose between two restaurants, each of which is preferred by only one participant, and one participant has the power to decide which restaurant both will patronize. We find that the power to make a joint decision increases satisfaction with the choice only when those involved have a competitive decision orientation, a weak or anonymous relationship, and the outcome they choose is subsequently available. Participants who have a cooperative orientation are satisfied whether or not they have power and whether or not the resulting choice is consistent with their initial preferences.

Keywords

Consumer power, Decision satisfaction, Consumer joint decision making, Dyadic decision making, Experimental designs, Computer-mediated experiments

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