The Challenge of Being a Challenger: Social Dominance Orientation Shapes the Impact of “Challenger vs. Leader” Comparisons

Abstract

The current research investigates when and how comparative advertising effectiveness is shaped by social dominance orientation (SDO), that is, the degree to which one desires to maintain the status quo in social hierarchies. We examine these issues with regard to “challenger vs. leader” comparisons that seek to change the relative standing of competitors in a product category by documenting the superiority of challenger brands over market leaders. Findings demonstrate that the resistance to change characterizing high (vs. low) SDO individuals makes them respond (1) less favorably to “challenger vs. leader” comparisons that seek to alter the existing category hierarchy and (2) more favorably to “leader vs. challenger” comparisons that preserve this status quo in the category hierarchy. The theoretical implications of these findings are discussed, as are avenues for future research.

Scale use and abuse: Towards best practices in the deployment of scales

“…One common manner by which modifications to scale dimensionality occurs is via the use of a dimensional subset of an original scale, typically one or a few dimensions from a multidimensional measure (this was the most common form of scope change in our JCP review and occurred most frequently with validated scale usage). For instance, from our JCP review Farmer et al (2021) use the intolerance of ambiguity dimension of Webster and Kruglanski's (1994) need for a cognitive closure scale as their mediator in assessing how political ideology affects the response to ambiguity, whereas three different articles (Bryksina, 2020; Granulo et al, 2021; Li et al, 2021) only use the 11‐item counter‐conformity subscale of the need for uniqueness scale (Tian et al, 2001). In these cases, the authors argue reasonably that a particular subdimension was most relevant to their conceptualization, resulting in no assessment of the other dimensions.…”

Autonomy and control: How political ideology shapes the use of artificial intelligence

“…In addition, the findings herein hint at the possibility that it might be more beneficial to implement the AI uptake for businesses with a broader liberal (vs. conservative) consumer base (Sibai et al, 2021). Moreover, according to prior work, consumers' political ideology often shares substantial correlations with other ideologies such as power distance belief, fair market ideology, as well as social dominance orientation due to their common ground in the tendency of system justification (Li et al, 2021). Therefore, future research could benefit from introducing theses constructs and their interplay thereof.…”

Made by her vs. him: Gender influences in product preferences and the role of individual action efficacy in restoring social equalities

“…To cope with the challenges of social development, individuals need to believe that they live in a world that is orderly and where people get what they deserve (Lerner & Miller, 1978). In a similar sense, to avoid potential conflicts, societies often foster beliefs that the system is just and that the hierarchical relationships permeating societal groups are well‐warranted (Li et al, 2021). According to social dominance theory, group‐based inequalities are seen as morally and pragmatically legitimate, with individuals generally supporting the dominant group, regardless of where in the hierarchy their in‐group stands (Pratto et al, 2000; Sidanius et al, 1994).…”

“…On the one hand, literature drawing on system justification theory postulates that societies may tend to minimize group conflict by accepting or even preferring circumstances that sustain social inequality (Li et al, 2021; Overbeck et al, 2004). More specifically, research on social dominance orientation (SDO) argues that people often strive to maintain the status quo in social hierarchies under the premise that hierarchical differences among social groups are warranted and well deserved (Li et al, 2021). Such beliefs prescribe support for the dominant group, imply resistance to social change, and eventually legitimize discrimination (Li et al, 2021; Pratto et al, 2000).…”

“…More specifically, research on social dominance orientation (SDO) argues that people often strive to maintain the status quo in social hierarchies under the premise that hierarchical differences among social groups are warranted and well deserved (Li et al, 2021). Such beliefs prescribe support for the dominant group, imply resistance to social change, and eventually legitimize discrimination (Li et al, 2021; Pratto et al, 2000). As such, SDO would be associated with a general tendency in favor of products made by men (the dominant group in business) rather than women.…”