Using Communicator Power to Foster Warmth Or Competence

This research explores how psychological power affects the communication and reception of persuasive messages. We propose that states of powerlessness increase communicators’ warmth and results in greater persuasiveness against powerless recipients. In contrast, states of powerfulness enhance communicators’ competence, resulting in greater persuasiveness against powerful recipients.


David Dubois, Derek Rucker, and Adam Galinsky (2011) ,"Using Communicator Power to Foster Warmth Or Competence", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 22-23.


David Dubois, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Adam Galinsky, Northwestern University, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


The Power of the Past: Consumer Nostalgia as a Coping Resource

Dovile Barauskaite, ISM University of Management and Economics
Justina Gineikiene, ISM University of Management and Economics
Bob Fennis, University of Groningen, The Netherlands

Read More


When People Stop Being Nice and Start Getting “Real”: Use of Identity Labels for Stigmatized Groups

Esther Uduehi, University of Pennsylvania, USA
Americus Reed, University of Pennsylvania, USA

Read More


Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.