Original paper
How Power States Influence the Persuasiveness of Top‐Dog versus Underdog Appeals
Abstract
Although both top‐dog and underdog positioning appeals are widely used in marketing and advertising, little is known about which strategy is more effective in persuading consumers. By introducing a sense of power, a social variable that is inherently relevant to the nature of the top‐dog versus underdog classification, we propose that consumers' responses to these two appeals are influenced by their psychological experience of power....
Paper Details
Title
How Power States Influence the Persuasiveness of Top‐Dog versus Underdog Appeals
Published Date
Sep 24, 2018
Volume
29
Issue
2
Pages
243 - 261
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