This study examined whether individual-level cultural orientation and psychological feelings of power interact to influence preference for volunteer or self-indulgent holiday packages. Results from a study involving 466 participants revealed that intentions to purchase a holiday package were greater among those who had been primed to feel powerful, supporting the notion that power increases an individual s tendency to take action. Nevertheless, the holiday packages that powerful participants chose varied as a function of their individual-level cultural orientation. Specifically, when primed to feel powerful, vertical individualists exhibited a distinct preference for a self-indulgent holiday package whereas horizontal collectivists preferred a volunteer holiday package. These findings indicate that preference for volunteer or self-indulgent holidays arises from the confluence of individual-level cultural orientation (which shapes goal meaning) and power (which influences goal pursuit).
Wong, J., Newton, J. D., & Newton, F. J. (2014). Effects of power and individual-level cultural orientation on preferences for volunteer tourism. Tourism Management, 42, 132 - 140. https://doi.org/10.1016/j.tourman.2013.11.004