The persuasive appeal of stigma
By: Michael I. Norton, Elizabeth W. Dunn, Dana R. Carney, Dan Ariely
Contributors: Dunn, Elizabeth W. (Elizabeth Warren); Carney, Dana R.; Ariely, Dan; Harvard Business School. Division of Research
Series: Working paper / Division of Research, Harvard Business School -- 07-103; Working paper (Harvard Business School. Division of Research) -- 07-103
Publisher: Division of Research, Harvard Business School
Published: 2007
Place of publication: Boston
Language: eng
Number of pages: 52
Description: Stigmatized minorities may have an advantage in persuading majority group members during some face-to-face interactions due to the greater self-presentational demands such interactions elicit. In contrast to models which predict greater persuasive impact of members of ingroups, White participants were more convinced by persuasive appeals delivered by a Black interaction partner than by a White interaction partner. When interacting with a Black partner, Whites engaged in greater self-presentation, which in turn made them more susceptible to their partner's persuasive appeal (Studies 1 and 2). This persuasive benefit of stigma was eliminated when participants were exposed to the same partners making the same arguments on video, decreasing self-presentational demands (Study 2). We conclude by discussing when stigma is likely to facilitate versus impair persuasion.
Notes: Includes bibliographical references.