The Role of Power in Consumer Persuasion

Pablo Brinol, Assistant Professor, Universidad Autonoma de Madrid, Spain
Derek Rucker, Assistant Professor, Kellogg School of Management.USA
Richard Petty, Distinguished University Professor, The Ohio State University.USA
Carmen Valle, Alberto Becerra, Graduate student.Universidad Autonoma de Madrid. Spain, Professor, Universidad Autonoma de Madrid. Spain
The present research examines the effect of consumers’ power on attitude change and introduces a new mechanism by which power can affect advertising effectiveness. In line with prior research that suggests a link between power and approach tendencies, we hypothesized that having power increases confidence relative to being powerless. As a result, we predicted and found that power-holders were more reliant on their thoughts in response to an ad than consumers in a relatively less powerful condition. Consequently, the effect of the direction of the thoughts on attitudes was greater for consumers with high (vs. low) power.
[ to cite ]:
Pablo Brinol, Derek Rucker, Richard Petty, and Carmen Valle, Alberto Becerra (2007) ,"The Role of Power in Consumer Persuasion", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 324-325.