Dynamics of Communicator and Audience Power: The Persuasiveness of Competence versus Warmth

In: Journal of consumer research: JCR ; an interdisciplinary journal, Volume 43, Issue 1, p. 68-85

Abstract

Abstract
The current research offers a new theoretical perspective on the relationship between power and persuasion. An agentic-communal model of power is presented that proposes power affects both the messages generated by communicators and the messages that persuade audiences. Compared to low-power states, high-power states produce a greater emphasis on information that conveys competence. As a consequence, high-power communicators generate messages with greater competence information, and high-power audiences are persuaded more by competence information. In contrast to high-power states, low-power states produce a greater emphasis on information that conveys warmth. As a result, low-power communicators generate messages with greater warmth information, and low-power audiences are persuaded more by warmth information. Because of these two outcomes, a power-matching effect occurs between communicator and audience power: high-power communicators are more effective in persuading high-power audience members, whereas low-power communicators are more effective in persuading low-power audience members. Four experiments find support for these effects in oral and written contexts with three distinct manipulations of power. Overall, these experiments demonstrate that the persuasiveness of messages can be affected by the alignment between the psychological sense of power of the communicator and the audience.