When and Why Physical Strength Increases Persuadability

Because physical strength reduces the perception of threats in the environment, we propose that individuals who feel strong (vs. weak) are less likely to detect persuasion threats; this, ironically, makes them vulnerable to persuasion. However, when persuasion is salient, stronger people detect it and resist it.


Margaret C. Campbell, Irene Consiglio, and Stijn M. J. van Osselaer (2020) ,"When and Why Physical Strength Increases Persuadability", 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: 248-249.


Margaret C. Campbell, University of Colorado, USA
Irene Consiglio, Nova School of Business and Economics, Portugal
Stijn M. J. van Osselaer, Cornell University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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