The Power Matching Effect: the Dynamic Interplay of Communicator and Audience Power in Persuasion

Derek Rucker, Northwestern University, USA
David Dubois, INSEAD, France
Adam Galinsky, Columbia University, USA
Three experiments demonstrate a power-matching effect. High power increases communicators’ generation of, and recipients’ responsiveness to, competent arguments. In contrast, low power increases communicators’ generation of, and recipients’ responsiveness to, warm arguments. Consequently, messages from powerful versus powerless communicators are more effective against recipients at the same level of power.
[ to cite ]:
Derek Rucker, David Dubois, and Adam Galinsky (2015) ,"The Power Matching Effect: the Dynamic Interplay of Communicator and Audience Power in Persuasion", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 28-33.