Seeing Things in a Different Light: Agent Vs. Consumer Responses to Persuasion Attempts

Wenxia Guo, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
This research examines how an individual’s role (dual vs. single role) influences their responses to persuasion attempts. Overall, we find that agent (dual roles) responses to persuasion attempts are more consistent with accuracy motivated processing. In contrast, consumer (single role) responses to persuasion attempts are more consistent with defense motivated processing.
[ to cite ]:
Wenxia Guo and Kelley Main (2011) ,"Seeing Things in a Different Light: Agent Vs. Consumer Responses to Persuasion Attempts", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 445-446.