Preferred Persuasion: How Self Construal Changes Consumer Responses to Persuasion Attempts

Wenxia Guo, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
The current paper show that individually, as compared to interpersonally, focused persuasion attempts from salesclerks result in more positive impressions of salesclerks and a higher need for unique choice for consumers with a salient interdependent self-construal. This finding is not consistent with results in advertising contexts.
[ to cite ]:
Wenxia Guo and Kelley Main (2012) ,"Preferred Persuasion: How Self Construal Changes Consumer Responses to Persuasion Attempts", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 610-611.