Power and Message Framing: the Case of Comparative Advertising

Xingbo Li (), Shalini Sarin Jain (), Yiqin Alicia Shen () and Shailendra Pratap Jain ()
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Xingbo Li: Eli Lilly and Company
Shalini Sarin Jain: University of Washington
Yiqin Alicia Shen: University of Washington
Shailendra Pratap Jain: University of Washington

Customer Needs and Solutions, 2021, vol. 8, issue 1, No 4, 49 pages

Abstract: Abstract Two studies tested the hypothesis that power affects an individual’s likelihood to be influenced by positively vs. negatively framed comparative messages. Experiment 1 showed that individuals with a higher personal sense of power are more persuaded by positively framed messages than negatively framed messages. Experiment 2 showed that this effect is partly attributable to higher power individuals being more suspicious of the negatively framed communicator’s motivation. Message frame did not have a significant influence on individuals with lower levels of power. These results have important implications for tailoring comparative messages aimed at persuasion toward targets with different levels of power.

Keywords: Power; Message framing; Comparative advertising; Advertiser attributions; Persuasion (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s40547-020-00110-9

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