The Role of Power in Consumer Persuasion

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.



Citation:

Pablo Brinol, Derek Rucker, and Richard Petty (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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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