Social psychologists have long been interested in the ways in which power affects behavior. In accord with most of the literature, power has been recognized as a central motivating force in human relationships and action. Specifically, previous studies have interested in psychological power as an essential force in allocation of individuals' cognitive resources. Findings showed that because power means that one's outcome depended less or not at all on others, the powerful should be less motivated to individuated target and therefore, they should be likely to use a cognitively inexpensive strategy like stereotyping. Although the importance of power as a construct has been recognized, there is surprisingly little research available that has examined the relationship between power and consumer's behavioral responses in marketing environments. Current research investigates the effect psychological power on stereotyping of brand extended product by conducting and experiment using Nike mineral water as a fictitious brand-extended product. The results of two experiments show that participants in the powerful (vs. powerless) condition more stereotype the target product, judging the Nike mineral water as more advantageous for athletics. Subsequent mediation analyses confirm that confidence, induced by power, mediates the effect of power on stereotyping.