•Coercive power—We exert coercive power when we influence someone because of social or physical intimidation. A threat is often effective in the short term, but it doesn't tend to stick because we revert to our original behavior as soon as the bully leaves the scene. Fortunately, marketers rarely try to use this type of power (unless you count those annoying calls from telemarketers!). However, we can see elements of this power base in the fear appeals we talked about in Chapter 7, as well as in in¬timidating salespeople who try to succeed with a “hard sell."