The Persuasion Mindset: the Effect of Persuasion on the Persuader

Chris Summers, Ohio State University, USA
Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA
Little is known about the effect of persuasion on the persuader. We argue that in striving to persuade someone else to like a target object, consumers adopt a “persuasion mindset,” which results in more extreme evaluations of the target object, increased confidence in evaluations, and an openness to persuasion by others.
[ to cite ]:
Chris Summers and Rebecca Walker Naylor (2013) ,"The Persuasion Mindset: the Effect of Persuasion on the Persuader", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.