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Power and Message Framing: the Case of Comparative Advertising

Author

Listed:
  • Xingbo Li

    (Eli Lilly and Company)

  • Shalini Sarin Jain

    (University of Washington)

  • Yiqin Alicia Shen

    (University of Washington)

  • Shailendra Pratap Jain

    (University of Washington)

Abstract

Two studies tested the hypothesis that power affects an individual’s likelihood to be influenced by positively vs. negatively framed comparative messages. Experiment 1 showed that individuals with a higher personal sense of power are more persuaded by positively framed messages than negatively framed messages. Experiment 2 showed that this effect is partly attributable to higher power individuals being more suspicious of the negatively framed communicator’s motivation. Message frame did not have a significant influence on individuals with lower levels of power. These results have important implications for tailoring comparative messages aimed at persuasion toward targets with different levels of power.

Suggested Citation

  • Xingbo Li & Shalini Sarin Jain & Yiqin Alicia Shen & Shailendra Pratap Jain, 2021. "Power and Message Framing: the Case of Comparative Advertising," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 41-49, June.
    • Handle: RePEc:spr:custns:v:8:y:2021:i:1:d:10.1007_s40547-020-00110-9
    DOI: 10.1007/s40547-020-00110-9
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    References listed on IDEAS

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