Power and persuasion: The value of message-audience matching and fluency

Abstract

The present research explores the influence of message orientation and audience power on persuasion. We propose that matching message orientation and audience power increases the message’s persuasiveness. Three studies were conducted to test the matching hypothesis and explore their underlying psychological mechanisms. Study 1 explores the influence of trait power and message orientation on persuasion. Study 2 replicates and extends the matching effect by manipulating the power state with experience recall. Study 3 examines the mediating role of perceived fluency by priming the power state with role-play imagination and excluding the potential interference of trait power and mood. The results show that matching between message orientation and audience power can improve message persuasiveness. Specifically, for low-power individuals, the concrete message was more persuasive; for high-power individuals, the abstract message was more persuasive. Moreover, perceived fluency plays a mediating role in the matching effect. The research provides a new matching perspective for the field of power and persuasion and contributes to understanding the psychological mechanism behind the message-matching effect. It has significant practical implications in the fields of communication, advertising, and political campaigns.

Appendices

Appendix A. The Sense of Power Scale

Please answer the following questions truthfully based on the actual situation of your relationship with others, and make your agreement rating for the following statements on one of the seven degree levels below. And put a "√" above the corresponding number.

	Disagree strongly	Disagree	Disagree a little	Neither Agree nor disagree	Agree a little	Agree	Agree strongly
1. I can get him/her/them to listen to what I say	1	2	3	4	5	6	7
2. My wishes do not carry much weight. (r)	1	2	3	4	5	6	7
3. I can get him/her/them to do what I want	1	2	3	4	5	6	7
4. Even if I voice them, my views have little sway. (r)	1	2	3	4	5	6	7
5. I think I have a great deal of power	1	2	3	4	5	6	7
6. My ideas and opinions are often ignored. (r)	1	2	3	4	5	6	7
7. Even when I try, I am not able to get my way. (r)	1	2	3	4	5	6	7
8. If I want to, I get to make the decisions	1	2	3	4	5	6	7

Appendix B. The Recall Task for manipulating power

High-power priming

Please recall a particular incident in which you had power over another individual or individuals. By power, we mean a situation in which you controlled the ability of another person or persons to get something they wanted, or were in a position to evaluate those individuals. Please describe this situation in which you had power—what happened, how you felt, etc.

Low-power priming

Please recall a particular incident in which someone else had power over you. By power, we mean a situation in which someone had control over your ability to get something you wanted, or was in a position to evaluate you. Please describe this situation in which you did not have power—what happened, how you felt, etc.

Appendix C. The Role Imagination for manipulating power

High-power priming

Imagine that you are the managing director in the marketing organization has 20 employees working under you. The organization promotes various products to the public, and the role of you is to distribute the work that subordinates must complete, set goals for the team, approve project proposals, and accept or decline new clients. You know the work well and make all decisions within the company. You determine the salary and the workload of all employees. Please describe from morning throughout the evening, and as vividly as possible, a day in your work role.

Low-power priming

Imagine that you are the the employee in the marketing organization works in a team of 20 people. The organization promotes various products to the public, and the role of you is to complete any task that the managing director assigns to you, and to follow instructions regarding goals in this marketing organization. You must also keep records about projects and prepare paperwork for new clients accepted by the director. You know the work well and strictly follow the procedures set by the director. Your salary and workload are determined by the director. Please describe from morning throughout the evening, and as vividly as possible, a day in your work role.

Appendix D. The Manipulation check of power

After completing the above section, please rate your agreement with the following statements based on the content of the situation you have filled out on the following 7 degree scale.

	Disagree strongly	Disagree	Disagree a little	Neither agree nor disagree	Agree a little	Agree	Agree strongly
I tried to control the interaction	1	2	3	4	5	6	7
I felt dominant	1	2	3	4	5	6	7
I felt powerful	1	2	3	4	5	6	7
I felt my willing didn't figure at all	1	2	3	4	5	6	7
I felt up to the task	1	2	3	4	5	6	7
I felt competent	1	2	3	4	5	6	7
I felt comfortable in the assigned role	1	2	3	4	5	6	7
I did not feel at ease with the assigned role	1	2	3	4	5	6	7

Appendix E. The Attitude evaluation (the election campaign message)

Please read the promotional materials below.

You have read the relevant information of the promotional materials, please answer the following questions according to your actual ideas, there is no right or wrong answer, please answer carefully.

	Disagree strongly	Disagree	Disagree a little	Neither agree nor disagree	Agree a little	Agree	Agree strongly
1. I am willing to vote for candidates	1	2	3	4	5	6	7
	Very Negative	Negative	Negative a little	Neither negative nor positive	Positive a little	Positive	Very Positive
2. My attitude towards candidates	1	2	3	4	5	6	7
3. My attitude towards the message	1	2	3	4	5	6	7

Appendix F. The Attitude evaluation (the environmental protection message)

Please read the publicity materials below.

You have read the relevant information of the publicity materials, please answer the following questions according to your actual ideas, there is no right or wrong answer, please answer carefully.

	Disagree strongly	Disagree	Disagree a little	Neither agree nor disagree	Agree a little	Agree	Agree strongly
1. I am willing to recycle	1	2	3	4	5	6	7
	Very Negative	Negative	Negative a little	Neither negative nor positive	Positive a little	Positive	Very Positive
2. My attitude towards recycling	1	2	3	4	5	6	7
3. My attitude towards the message	1	2	3	4	5	6	7

Appendix G. the Manipulation check of persuasion messages

After reading this message, what do you think of it:	Concreteness	…… …… ……					Abstraction
	1	2	3	4	5	6		7
	Detail	…… …… ……					Generalization
	1	2	3	4	5	6		7

Appendix H. the Perceived fluency

When you read this message:	Feel wrong		…… …… ……					Feel right
	1	2		3	4	5	6		7
	Most ordinary		…… …… ……					Very attention grabbing
	1	2		3	4	5	6		7
	Not convincing		…… …… ……					Very convincing
	1	2		3	4	5	6		7

Appendix I. The Brief Mood Introspection Scale

Below are adjectives to describe your mood. Please tick the number that best represents your current mood according to your true feelings.

	Definitely do not feel	Do not feel	Slightly feel	Definitely feel		Definitely do not feel	Do not feel	Slightly feel	Definitely feel
Lively	1	2	3	4	Drowsy	1	2	3	4
Happy	1	2	3	4	Grouchy	1	2	3	4
Sad	1	2	3	4	Peppy	1	2	3	4
Tired	1	2	3	4	Nervous	1	2	3	4
Caring	1	2	3	4	Calm	1	2	3	4
Content	1	2	3	4	Loving	1	2	3	4
Gloomy	1	2	3	4	Fed up	1	2	3	4
Jittery	1	2	3	4	Active	1	2	3	4