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A Study on the Persuasive Effect of Power-Matching and Persuasion on Hotel Reservation
| Content Provider | Semantic Scholar |
|---|---|
| Author | Hu, Jiajing Ma, Baichun Liu, Yunxiang |
| Copyright Year | 2019 |
| Abstract | Hotel reservation is an important part of the travelers’ travel process, and hotel employees and customers are the main participants. Based on the power-matching effect and the agentic-communal model of power, this paper analyzes the power-matching effect between hotel employees and customers and the choice of persuasion by using SPSS method through three scenario simulation experiments. Research shows that high-power hotel employees are more likely to convince high-power customers, whereas low-power hotel employees are more persuasive to low-power customers. Because the high-power hotel employees are more likely to use the competence-skewed persuasion, while the high-power customers are more likely to be persuaded by the competence-skewed persuasion, while the low-power hotel staff tend to use the warmth-skewed persuasion. Low-power customers are more likely to be persuaded by the warmth-skewed persuasion. This study extends the theoretical application of power-matching and persuasion in hotel reservation scenarios and provides practical guidance for improving hotel reservation efficiency. In the daily consumption situation, the consumers’ ambivalent attitude is widespread. For example, if a customer desire to stay in a hotel, she/he will go to the OTA to view the comments from others. Positive and negative comments blur consumers’ attitude and rise their ambivalent attitudes. In the hotel consumption scenario, these consumers are defined as the ambivalent booker. In the actually, hotel employees need to persuade ambivalent bookers to stay in the hotel and make a deal. The persuasion of the hotel employees on the ambivalent booker is actually the process of information transmission and communication between the two. The game of power and the way of communication of the two sides affect the communication effect mainly. Therefore, the purpose is studying the power-matching effect and the persuasive effect between ambivalent booker and hotel employees and applied to the hotel practice. 1. Literature Review and Hypothesis 1.1 Power-Matching Effect. Power is defined as asymmetric control over valued resources in social relationships [1, . Researchers have studied power as a psychological state or mindset that can arise from both structural differences in socioeconomic status and situational factors such as one’s social role (e.g., boss vs. Employee). The sense of power reflects the long-term sense of the individual's own power and the individual's psychological feeling in certain specific situations . The personal sense of power is the self-perceived ability to influence others. Having or lacking the personal sense of power produces a set of characteristics and tendencies that are expressed in the form of cognition, emotion, and behavior. The difference in the personal sense of power is general [5] and can spill over into how consumers plan their purchase and make decisions . Nowadays, scholars have studied the influence of power on information communicator and audience. Regarding communicator power, Lammers et al. found that compared to baseline 2019 9th International Conference on Education, Management, and Computer (ICEMC 2019) Copyright © (2019) Francis Academic Press, UK DOI: 10.25236/icemc.2019.067 362 applicants, high-power applicants were seen as more persuasive and low-power applicants as less persuasive [8]. With regard to audience power, Brinol et al. found that an audience’s power would influencetheir response to persuasion in two distinct ways. First, increasing the power of audience before accepting a message let to less scrutiny of the message and a weaker discrimination between weak and strong arguments. Second, when the power of audience was increased after accepting a message, they became more confident in their message-related thoughts. [9]. In past studies, it was generally accepted that high-power communicator are more persuasive than low-power communicator. However, in recent research, Dubois et al. proposed a new perspective: power can fundamentally form a dynamics of the value of information, form different type of message sent by the communicator and different attitude to the message by the audience . In hotel reservation, hotel employees will persuade the customer to stay in the hotel and upgrade room type. The communication between the hotel employees (communicator) and the customer (audience) is a process of persuasion. Highor low-power hotel employee persuade customer to stay in the hotel and upgrade depending on whether they are communicating to a highor lowpower customer. 1.2 An Agentic-Communal Model of Power and Persuasion. In an earlier study, Bakan introduced the ideas of agency and communion to reflect two fundamental modalities of human thought and behavior. The characteristics of agency are: focus on the self and produce the result of independence or individual struggle. In contrast, the feature of communion is focusing on others and enhances the individuals’ attention to getting along with others and others’ needs.. Rucker et al. proposed the agentic-communal model of power, which influences people's perception of the world and behavior through power, and is realized by agentic or communal orientation . Because people with power are less dependent on others, they can achieve their own goals and interests with little constraints (they are full of agency). On the contrary, the dependency of such people who lack power requires them absorb the advice of others (they require communion). Therefore, high power promotes agentic orientation and low power promotes communal orientation. Rucker et al. found that agentic orientation is related to competency information, and communal orientation is related to warmth information . Agentic orientation leads people to focus on the information about other people's abilities , such as skillfulness, efficacy intelligence and confidence (ie, competency information).In contrast, communal orientation motivates people to focus on the information associated with how good natured, trustworthy, tolerant, friendly, and sincere a target is perceived to be (i.e., warmth information). Based on the agentic-communal model of power, power changes attention rate of each dimension of information. Power affects the diagnosticity of warmth and competency information by communicator and audience, and the extent to using warmth and competency information in generating and evaluating messages . Based on previous research, the persuasion influenced by power is divided into the competence-skewed persuasion (using more arguments and information related to ability) and the warmth-skewed persuasion (using more arguments and information related to warmth). High-power communicators are more likely to use the competence-skewed persuasion, high-power audiences are more likely to be persuaded by competence-skewed persuasion; whereas low-power communicators are more likely to use the warmth-skewed persuasion, low-power audiences are more likely to be persuaded by the warmth-skewed persuasion. 1.3 Hypothesis and Theoretical Model. 1.3.1 The influence of power-matching on the persuasion effect of ambivalent booker In previous studies, scholars proposed “ambivalent consumers” . In the hotel consumption situation, the ambivalent attitude of customers is widespread, and the customers’ ambivalence is “A combination of positive and negative cognitive evaluation, emotion and emotional experience of |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | https://webofproceedings.org/proceedings_series/ESSP/ICEMC%202019/ICEMC19067.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
