The Use of Seeker and Sentry Persuasion Management Strategies By Heterosexual Male Shoppers

Linda Tuncay, Loyola University Chicago
Cele C. Otnes, University of Illinois at Urbana-Champaign
Kirmani and Campbell (2004) provide a typology of 15 consumer response strategies to persuasion attempts in the marketplace. The current research investigates the relevance of this typology to a growing segment of men who shop for and consume fashion and grooming products. The findings suggest that informants did utilize some of the strategies outlined. However, three new strategies emerged as salient and some of the strategies detailed as sentry strategies, or attempts to ward off influence, were employed as seeker strategies, or aiding in goal attainment. This research offers theoretical insights into the typology and provides managerial implications of these findings.
[ to cite ]:
Linda Tuncay and Cele C. Otnes (2007) ,"The Use of Seeker and Sentry Persuasion Management Strategies By Heterosexual Male Shoppers", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 565.