The Impact of Power on Information Processing Depends on Cultural Orientation |
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Authors: | Torelli Carlos J Shavitt Sharon |
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Affiliation: | a Department of Marketing and Logistics Management, University of Minnesota, Twin Cities Campus, 19th Avenue South, Minneapolis, MN 55455, USAb Department of Business Administration, University of Illinois at Urbana-Champaign, 350 Wohlers Hall, 1206 South Sixth Street, Champaign, IL 61820, USA |
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Abstract: | Two studies show that different culturally based concepts of interpersonal power have distinct implications for information processing. People with a vertical individualist (VI) cultural orientation view power in personalized terms (power is for gaining status over and recognition by others), whereas people with a horizontal collectivist (HC) cultural orientation view power in socialized terms (power is for benefitting and helping others). The distinct goals associated with these power concepts are served by different mindsets, such as stereotyping others versus learning the individuating needs of others. Therefore, for high-VI individuals, making personalized power salient increases stereotyping in processing product information. That is, they recognize better information that is congruent with their prior product expectations, relative to their recognition of incongruent information. In contrast, for high-HC people, making socialized power salient increases individuating processes, characterized by better memory for incongruent information. |
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Keywords: | Power Cultural values Mindsets Information-processing |
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