When do people rely more on unique versus common attributes? The effect of power distance belief on preference for alignable versus nonalignable attributes

Abstract

This research examines the relationship between power distance belief (PDB)-the extent to which people accept and endorse hierarchy and inequality-and consumers' preferences for alignable (vs. nonalignable) attributes when making a choice. Through four experiments, we find that high PDB individuals are more likely to rely on alignable attributes, while low PDB individuals are more likely to rely on nonalignable attributes. We further propose and demonstrate that cognitive flexibility underlies this effect such that high (vs. low) PDB individuals have lower cognitive flexibility, which, in turn, increases their reliance on alignable attributes when making a choice. Theoretical and managerial implications are discussed.