Power to the People: Consumer Influence Tactics in a Retail Setting

Raymond Lavoie , University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
Wenxia Guo, Acadia University
Consumer influence tactics impact perceptions and dictate reciprocation behavior from the service agent. Specifically, tips lead to an economic exchange focus, while compliments lead to a communal sharing focus. Social connectedness, which is decreased by tips and increased by compliments, mediates all outcomes including food served, motivation and enjoyment.
[ to cite ]:
Raymond Lavoie , Kelley Main, and Wenxia Guo (2015) ,"Power to the People: Consumer Influence Tactics in a Retail Setting ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 302-307.