So how can you be more persuasive? One important factor can be whether to stress competence or warmth in a message. For marketers, this translates to deciding whether to communicate or advertise aspects of your firm’s expertise and efficiency or your firm’s sincerity and approachability. But, when should you stress competence versus warmth? The answer can sometimes depend on the feeling of power experienced by both the communicator and the audience, according to research by Derek Rucker, a professor of marketing at the Kellogg School.