BIROn - Birkbeck Institutional Research Online

    Revisiting power messaging in service failures: pitfalls and proposed solutions

    Antonetti, P. and Crisafulli, Benedetta (2022) Revisiting power messaging in service failures: pitfalls and proposed solutions. Psychology & Marketing 39 (11), pp. 2072-2095. ISSN 0742-6046.

    [img] Text
    AAM Power in service failures P&M.pdf - Author's Accepted Manuscript
    Restricted to Repository staff only

    Download (1MB) | Request a copy

    Abstract

    Past research shows that company messaging can inflate consumers’ feelings of power, which in turn alleviate the negative effects of service failures. Extant research, however, has not examined how various types of power messaging can have a differential effect on consumers, with some leading to counterproductive consequences for companies. Across five experiments, we show that power messaging stressing that consumers have power over the company can backfire by increasing manipulative intent. Power messaging communicating that consumers will obtain a power boost from the service is more acceptable and less likely to be perceived as manipulative. Furthermore, we demonstrate that messaging eliciting power from the service is most effective when 1) targeted at consumers with low levels of skepticism, 2) delivered by an underdog brand, and 3) paired with co-created recovery. Following a service failure, messaging communicating how customers will gain a power boost from the service experience increases identification with underdog brands. Our examination of power messaging as an overt communication strategy contributes to the literature on service failure and recovery. The research advances knowledge on the potential pitfalls of power messaging while proposing strategies to overcome risks associated with this communication strategy.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): service failures, power messaging, identification, manipulative intent, skepticism, co-created recovery, underdog
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Research Centres and Institutes: Responsible Business Centre
    Depositing User: Benedetta Crisafulli
    Date Deposited: 14 Jul 2022 10:24
    Last Modified: 02 Aug 2023 18:17
    URI: https://eprints.bbk.ac.uk/id/eprint/48656

    Statistics

    Activity Overview
    6 month trend
    1Download
    6 month trend
    154Hits

    Additional statistics are available via IRStats2.

    Archive Staff Only (login required)

    Edit/View Item Edit/View Item