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10.1007/s40547-020-00110-9

http://scihub22266oqcxt.onion/10.1007/s40547-020-00110-9
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suck abstract from ncbi


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pmidC7358295
      ä-/-ä 2021 ; 8 (1-2 ): 41-9
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  • Power and Message Framing: the Case of Comparative Advertising #MMPMIDC7358295
  • Li X ; Jain SS ; Shen YA ; Jain SP
  • ä-/-ä 2021[]; 8 (1-2 ): 41-9 PMIDC7358295 show ga
  • 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.
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