It is reported that Asia has become the largest brand-name products market. Research has shown that some culturally-unique factor may contribute to booming of brand-name product consumption such as concern for status, face and so on. Given the close relationship between power and status, we proposed that sense of power may also contribute to the preference for conspicuous consumption in East Asia.. Five studies were conducted to test this possibility. Study 1 examined the relationship between sense of power and brand name products purchase intention and found a positive relationship between them, that is, high sense of power associating with high purchase intention of brand-name products. Study 2 further found that what people with high sense of power are interested is the conspicuous or status-signaling function rather than utilitarian function. Specifically, when status-signaling function was highlighted, a positive relationship between sense of power and purchase intention was found but when utilitarian function was highlighted, a negative relationship between sense of power and purchase intention was found. To test the causal role of sense of power, we manipulated sense of power directly and replicated in study 3. Results showed that induced power leaded to preference for products signaling status more than those offering utility. Study 4 explored the mediating role of caring for status and found that care for status partially explained the effect of sense of power on purchase intention of brand-name products. Study examined cultural influences on the relationship between sense of power and conspicuous consumption and found that the revealed pattern was unique to East Asian culture and the opposite was true in the West. These findings extend the understanding of power, conspicuous consumption and their relationship and also have important implications for the practice of brand-name products marketing, particularly in the East Asian culture .