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

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.


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.


Liyin Jin, Fudan University, China
Yunhui Huang, Hong Kong University of Science and Technology, China


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


G5. The Phenomenon of Brand Noise and Related Consumer Preferences in the Luxury Industry

Daria Erkhova, University of Bern
Elena Ehrensperger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA
John Zhang, University of Pennsylvania, USA

Read More


My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving

John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA

Read More


Can “Related Articles” Correct Misperceptions from False Information on Social Media?

Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA

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.