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Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control

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  • Mengmeng Xu

    (China University of Mining and Technology)

  • Hongyan Jiang

    (China University of Mining and Technology)

  • Huimin Tan

    (Southwestern University of Finance and Economics)

Abstract

In the real life, consumers perceived as either powerful or powerless may be equally likely to be attracted by aesthetic products. However, it is unclear when and why one’s power can lead to his or her preferences for aesthetic products in the prior literature. This study aims to address such research questions by introducing the moderating role of locus of control (LOC) in the impact of power on aesthetic product preferences. Three experimental studies were conducted to test the proposed hypotheses, and the findings suggest that high- (vs. low-) power individuals prefer aesthetic products under external control condition, whereas low- (vs. high-) power individuals prefer aesthetic products under internal control condition. Moreover, such observed effect is driven by self-expression (vs. self-enhancement) motivation under external (vs. internal) locus of control. Our research provides crucial implications for marketing practitioners to develop the market segmentation strategies and to design the advertising plans for aesthetic products.

Suggested Citation

  • Mengmeng Xu & Hongyan Jiang & Huimin Tan, 2023. "Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control," Marketing Letters, Springer, vol. 34(4), pages 575-589, December.
    • Handle: RePEc:kap:mktlet:v:34:y:2023:i:4:d:10.1007_s11002-022-09661-4
    DOI: 10.1007/s11002-022-09661-4
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    References listed on IDEAS

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