Proud powerful, grateful powerless: the interactive effect of power and emotion on gift giving

Purpose Drawing upon the evolutionary psychology perspective, the current research aims to investigate the conditions under which power (high vs low) and emotion (pride vs gratitude) can influence consumers to purchase products for others via two fundamental motives (the signaling and affiliative motives). Design/methodology/approach Three experiments are conducted. Study 1 demonstrates that consumers with high (low) power are more likely to...