How Power States Influence the Persuasiveness of Top-Dog Versus Underdog Appeal

Liyin Jin, Fudan University, China
Yunhui Huang, Hong Kong University of Science and Technology, China
Drawing on power literature and research in top dog vs. underdog appeals, this research demonstrates that high- (low-) power individuals respond more positively to underdog (top dog) appeals because showing support for underdog (top-dog) brands facilitates power expression (restoration). Further, this effect was moderated by hard vs. soft sales strategy.
[ to cite ]:
Liyin Jin and Yunhui Huang (2017) ,"How Power States Influence the Persuasiveness of Top-Dog Versus Underdog Appeal", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 692-693.