Can We Turn Off Defensiveness?: Agent Vs. Consumer Responses to Persuasion Attempts

Kelley Main, University of Manitoba, Canada
Wenxia Guo, City University of Hong Kong
Katherine White, University of British Columbia, Canada
We demonstrate the differential response of consumers and agents to persuasion attempts. We find that those with an active agent identity respond to persuasive attempts more accurately in that they are able to correctly detect the presence (vs. absence) of ulterior motives in persuasion contexts and adjust their responses accordingly.
[ to cite ]:
Kelley Main, Wenxia Guo, and Katherine White (2014) ,"Can We Turn Off Defensiveness?: Agent Vs. Consumer Responses to Persuasion Attempts", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 600-601.