Full Idea
A may exercise power over B by getting him to do what he does not want to do, but also by influencing, shaping or determining his very wants.
Gist of Idea
Power can be exercised to determine a person's desires
Source
Steven Lukes (Power: a Radical View (2nd ed) [2005], 1.4)
Book Reference
Lukes,Steven: 'Power: a radical view' [Macmillan 2005], p.27
A Reaction
The classic modern instances of this are advertising and control of the media. This was apparently a new idea from Lukes, but it seems fairly obvious now. This is his third dimension of power.