Abstract:  Power, which refers to the perception of one’s capacity to influence others, is ubiquitous in consumer behavior. The existing research about the influence of power on consumer behavior has mainly focused on four aspects, i.e., the impact of power on consumer psychological perception, consumer value, consumer behavioral tendency, and consumer information processing and persuasion. The relevant theories in social psychology can be utilized to explain the influence of power on consumer behavior and its underlying mechanism. Future research should distinguish the influence of different types of power on consumer behavior, explore the boundary conditions of the effect of power on self-control behavior, strengthen the indigenous research of power in Chinese background, and compare the discrepancies of consumer behavior caused by power under different manipulation methods.

Key words: power, consumer behavior, control, value