Research: When Consumers Feel Less Powerful, They Seek More Variety

There are many factors that can make us feel powerful or powerless. How do consumers perceive power? The authors found that customers who feel less powerful are more likely to seek out a wider variety of products, such as a variety pack of chocolates or a combo of multiple types of coffee beans. The authors suggest that if a retailer has reason to think that its customer base is going to feel powerless, then it might benefit from showcasing a wider range of products. They suggest that it may be worth pursuing strategies to intentionally boost customers' sense of autonomy, such as focusing on empowering messaging and offering customization options, to reduce less-powerful customers' need for variety.

What power do you feel? There are many factors that can cause us to feel less powerful than we really are. When the economy gets worse, we can feel powerless. It makes us feel powerful when we get a high paying job. Seeing a favorite sports team win the big game can increase our sense of power, and this can have a major impact on how we make decisions.