This study explores brides' selection of the wedding gown by focusing on the power that other individuals have in different social roles during the gown decision-making process. In order to achieve the research purpose, data collection took place via Mechanical Turk. Valid responses were collected from 71 females who had worn a wedding dress in a ceremony. The survey questions consisted of 13 demographic questions, eight open-ended questions, and six 7-point Likert-scale survey questions regarding their wedding dress selection process, factors affecting the process, and possible negotiations that participants experienced. There were five main identified themes, which describe the bases of power used by the roles involved in the wedding dress selection. Findings provide managerial implications for wedding retailers (e.g. sales persons should let the shopping companions help the bride with the wedding dress decision and focus on providing guidance and support during the selling process).