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Suma Psicológica

Print version ISSN 0121-4381

Abstract

QUINTERO, Edward; BARRETO, Idaly; RINCON-VASQUEZ, Juan Carlos  and  VELANDIA MORALES, Andrea. Relationship between the perception of power and consumer practices in the leisure category of LGBT people. Suma Psicol. [online]. 2016, vol.23, n.2, pp.90-100. ISSN 0121-4381.  http://dx.doi.org/10.1016/j.sumpsi.2016.06.001.

Research into social power and its influence on consumer practices demonstrates the willingness to pay more for a high status product in accordance with the sense of power perceived by the consumer. Thus, when loss of power is experienced, when it is perceived that others regulate the consequences and the results, statutory purchasing becomes a restorer of power, which is explained by the hypothesis of restoration. Power also has effects on behaviour, affection and cognition, and their relationship has been studied in the decision making process and risk behaviours. Thus, this study is based on the assumption that, if the statutory purchase itself is related to obtaining benefits, and having power or not affects purchasing behaviours, there may be a relationship between the sense of power, hedonic or experiential purchasing, and behaviours of approach and inhibition in a specific sector of consumers. This study was conducted using a correlational design, in which 135 people from the LGBT sector were surveyed by non-probability sampling, in order to identify the relationship between leisure consumption categories and the feeling of power. The results show that sex as an activity can be considered as a restorer of power, and a high perception of power is an activator of the approach to the consumption of trips and parties as a contextual variable where experiential consumption is created.

Keywords : Consumer psychology; Experiential consumption; Conspicuous consumption; Approach and inhibition; Social power.

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