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Customer Needs and Solutions
Published in: Customer Needs and Solutions 1-2/2021

13-07-2020 | Research Article

Power and Message Framing: the Case of Comparative Advertising

Authors: Xingbo Li, Shalini Sarin Jain, Yiqin Alicia Shen, Shailendra Pratap Jain

Published in: Customer Needs and Solutions | Issue 1-2/2021

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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.
previous article Herding Among Retail Shoppers: the Case of Television Shopping Network
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Appendix
Available only for authorised users
Footnotes
1
In response to an anonymous reviewer’s suggestion that we conduct a moderated mediation study to explain why positive frames were more persuasive, we ran 3 different studies in March 2020, one each on cereal, coffee, and aspirin comparative ads. Each study was 2 (power: high/low) × 2 (advertiser honesty: high/low) × 2 (comparative ad frame: positive/negative) between subjects. A total of 1166 MTurk participants across these studies were exposed to different manipulations of power, advertiser honesty, and message frame. Unfortunately, we did not find the expected 3-way interaction across any of the studies. One possibility is that the absence of the proposed effects was in part due to the COVID-19 context within which the data was collected. In this scenario, respondents are expressing higher levels of anxiety, sadness, uncertainty, and mortality salience which is a) making it generally difficult to find hypothesized effects, and b) potentially conflating the data. Another possibility is that frame-related suspicion is a partial or one of the potential mediators.
 
2
J.D. Power and Associates customer satisfaction index based on a survey of 6800 fliers (100 represents the industry average, higher numbers are better):
(J. D. Power Associates is an independent marketing information firm based in Agoura Hills, California)
 
3
J.D. Power and Associates customer satisfaction index based on a survey of 6800 fliers (100 represents the industry average, higher numbers are better):
(J. D. Power Associates is an independent marketing information firm based in Agoura Hills, California)
 
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Metadata
Title
Power and Message Framing: the Case of Comparative Advertising
Authors
Xingbo Li
Shalini Sarin Jain
Yiqin Alicia Shen
Shailendra Pratap Jain
Publication date
13-07-2020
Publisher
Springer US
Published in
Customer Needs and Solutions / Issue 1-2/2021
Print ISSN: 2196-291X
Electronic ISSN: 2196-2928
DOI
https://doi.org/10.1007/s40547-020-00110-9

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Correction to: Customer Needs and Solutions, Vol 7, Issue 3–4