Power and Message Framing: the Case of Comparative Advertising
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...
Paper Details
Title
Power and Message Framing: the Case of Comparative Advertising
Published Date
Jul 13, 2020
Journal
Volume
8
Issue
1-2
Pages
41 - 49
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Notes
History