Xingbo Li
Digital Designs
AdvertisingComparative advertisingPsychologyEconomicsPerceptionPower (social and political)Social dominance orientationConceptual metaphorHigher PowerPremisePersuasionConsumer responseProduct imageMessage frameSevere acute respiratory syndrome coronavirus 2 (SARS-CoV-2)Message framingAttractivenessDemographic economicsSocial psychology
Publications 4
#1Xingbo LiH-Index: 2
#2Shalini Sarin JainH-Index: 2
Last. Shailendra Pratap JainH-Index: 14
view all 4 authors...
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...
#1Xingbo Li (Eli Lilly and Company)H-Index: 2
#2Michael J. Barone (University of Louisville)H-Index: 25
Last. Mina Kwon (University of Louisville)H-Index: 2
view all 4 authors...
#1Michael J. Barone (University of Louisville)H-Index: 25
#2Keith S. Coulter (SPbU: Saint Petersburg State University)H-Index: 18
Last. Xingbo Li (Eli Lilly and Company)H-Index: 2
view all 3 authors...
Abstract Can changing the vertical location of a price (e.g., presenting it above or below a product image in an advertisement or retail display) influence consumer response? Drawing from conceptual metaphor theory, we propose that a price’s vertical location can activate metaphors that relate vertical locations to magnitudinal concepts. These “down = less” and “up = more” metaphors can subsequently influence evaluations of a target price as being monetarily low or high in magnitude. Consistent ...
#1Michael J. BaroneH-Index: 25
#2Xingbo LiH-Index: 2
Last. Karen Page WinterichH-Index: 23
view all 4 authors...