This article aims to investigate the effect of the sense of power on the purchase of impressed products and its corresponding mechanism, and tests the research hypothesis by hierarchical regression and grouping regression on 331 valid sample data. The results show that the consumers with high power are more inclined to purchase impressed product, that this power effect only exists in nonluxury goods, and that the type of products plays a moderating role. Finally, the implications, limitations and directions for future research are provided．