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  • Organizational Behavior and Human Decision Processes

The Persuasive 'Power' of Stigma?

By: Michael I. Norton, Elizabeth W. Dunn, Dana R. Carney and Dan Ariely
  • Format:Print
  • | Pages:8 
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Abstract

We predicted that able-bodied individuals and white Americans would have a difficult time saying no to persuasive appeals offered by disabled individuals and black Americans, due to their desire to make such interactions proceed smoothly. In two experiments, we show that members of stigmatized groups have a peculiar kind of persuasive "power" in face-to-face interactions with non-stigmatized individuals. In Experiment 1, wheelchair-bound confederates were more effective in publicly soliciting donations to a range of charities than confederates seated in a regular chair. In Experiment 2, whites changed their private attitudes more following face-to-face appeals from black than white confederates, an effect mediated by their increased efforts to appear agreeable by nodding and expressing agreement. This difference was eliminated when impression management concerns were minimized—when participants viewed the appeals on video.

Keywords

Persuasion; Stigma; Interactions; Interracial Relations; Power And Influence; Personal Characteristics; Interpersonal Communication; Attitudes

Citation

Norton, Michael I., Elizabeth W. Dunn, Dana R. Carney, and Dan Ariely. "The Persuasive 'Power' of Stigma?" Organizational Behavior and Human Decision Processes 117, no. 2 (March 2012): 261–268.
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About The Author

Michael I. Norton

Negotiation, Organizations & Markets
→More Publications

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More from the Authors
  • 'Repayment-by-Purchase' Helps Consumers to Reduce Credit Card Debt By: Grant E. Donnelly, Cait Lamberton, Stephen Bush, Zoe Chance and Michael I. Norton
  • Work Values Shape the Relationship Between Stress and (Un)Happiness By: George Ward, Hanne Collins, Michael I. Norton and Ashley V. Whillans
  • Consumers Punish Firms that Cut Employee Pay in Response to COVID-19 By: Bhavya Mohan, Serena Hagerty and Michael Norton
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