Branded Into Submission: Brand Attributes and Hierarchization Behavior in Same-Sex and Mixed-Sex Dyads
Article first published online: 24 JUL 2008
© 2008 Copyright the Authors. Journal compilation © 2008 Wiley Periodicals, Inc.
Journal of Applied Social Psychology
Volume 38, Issue 8, pages 1993–2009, August 2008
How to Cite
Fennis, B. M. (2008), Branded Into Submission: Brand Attributes and Hierarchization Behavior in Same-Sex and Mixed-Sex Dyads. Journal of Applied Social Psychology, 38: 1993–2009. doi: 10.1111/j.1559-1816.2008.00377.x
- Issue published online: 24 JUL 2008
- Article first published online: 24 JUL 2008
In 2 experiments, the role of brand attributes in the process of nonconscious hierarchization in dyadic interactions was examined. Experiment 1 showed that in same-sex dyads, brands that are associated with an agent and that are rated high on the brand personality dimension of competence (Aaker, 1997) induced patterns of nonverbal submissive behavior on the part of the interaction partner. This effect was more pronounced for individuals with a low intrinsic tendency for dominant behavior. Experiment 2 extended these findings to mixed-sex dyads and brands that varied in overall status. Moreover, participant gender moderated the effects, such that the impact of brand status on hierarchization behavior and on agent likability was more pronounced for women than for men.