The effect of power on consumers’ other-focused decision-making

In many instances, the past studies provide evidence that power influence individuals to focus on the self. This tendency of the powerholders is disturbing. This study contributed to the literature by introducing a novel way to influence other-focused actions by activating agreeableness among individuals with high-power. Then the thesis contributed to the consumer behaviour literature and practice by demonstrating how an ingratitude service experiences from service staff may influence consumers' attitude about the organisation and future behavioural intentions. The implications were drawn for the service organisations.