Previous literatures have mainly explored the impact of the experience of power on impulsive buying, but have ignored the impacts of the expectations of power. The purpose of this research is to delineates a two-facet portrait of power in the role of affecting purchase impulsiveness by proposing a theoretical extension from the experience of power to the expectations of power.
Four laboratory experiments were developed that used ANOVA to verify the hypothesis. A moderated mediation path model was established including the experience of power, product attribute, the expectations of power, deservingness, and purchasing impulsiveness as observed variables.
The results revealed that powerless consumers are more likely to impulsively buy hedonic products; while powerful consumers prefer to impulsively buy utilitarian products. However, when focusing on the expectations of power, powerless consumers feel a lower perception of deservingness, which reduces their impulse to buy hedonic products. In contrast, when powerful consumers imagine how powerful people should behave in consumption, they will experience a higher sense of deservingness and increase purchasing impulsiveness for hedonic products. The underlying mechanism is that deservingness plays a mediation role in the three-way interaction impacts of the experience of power, product attribute, and the expectations of power on purchasing impulsiveness.
The current research formulates a new theoretical perspective on the relationship between power and purchasing impulsiveness. An experience-expectation model of power is presented that proposes consumers’ purchasing impulsiveness can be affected both by the experience of power and the expectations of power.