Flattery and Persuasion: a Dual Attitudes Perspective

Elaine Chan, Hong Kong University of Science and Technology, China
Jaideep Sengupta, Hong Kong University of Science and Technology, China
The current research offers some new insights into flattery and its consequences. We draw on a dual attitudes perspective to show that even in the presence of a clear underlying motive which typically leads targets to discount the flattery, the original positive reaction (the implicit attitude) continues to be automatically manifested subsequently, rather than being replaced by the discounted evaluation (the explicit attitude). Further, the implicit attitude has greater impact on future consequences than the explicit attitude, highlighting the long-term influence that flattery can exert even when it is supposedly corrected for. We also clarify the underlying process by documenting relevant boundary conditions for the discrepancy between implicit and explicit attitudes.
[ to cite ]:
Elaine Chan and Jaideep Sengupta (2008) ,"Flattery and Persuasion: a Dual Attitudes Perspective", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 778-779.