Social Dynamics in Consumer Communications: How Hierarchy Shapes Language

Four studies demonstrate that the feeling of powerfulness increases consumers’ language conciseness. This effect appears because a feeling of high power reduces consumers’ need-for-justification. This research also illustrates the bidirectional effects of power in language conciseness by showing high-power consumers are less persuaded by concise marketing language from companies.


Linying (Sophie) Fan, Derek Rucker, and Yuwei Jiang (2020) ,"Social Dynamics in Consumer Communications: How Hierarchy Shapes Language", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 177-178.


Linying (Sophie) Fan, Hong Kong University of Science and Technology, China
Derek Rucker, Northwestern University, USA
Yuwei Jiang, Hong Kong Polytechic University, China


NA - Advances in Consumer Research Volume 48 | 2020

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