A Tale of Two Modes: When Do Consumers Approach Or Avoid Persuasion Attempts?

Guang-Xin (Vincent) Xie, University of Massachusetts, USA
David Boush, University of Oregon, USA
Lynn Kahle, University of Oregon, USA
Peter L. Wright, University of Oregon, USA
Previous research suggests that prevention-focused consumers are more sensitive to potential threats than promotion-focused consumers, and therefore more vigilant against marketing persuasion (Kirmani and Zhu 2007). In three experiments, we demonstrate that persuasion knowledge, regulatory focus, and purchase relevance can influence consumers’ approach/avoid tendencies in the context of coping with interpersonal marketing persuasion. In particular, we identify conditions where promotion-focused consumers can be more suspicious about the salesperson’s ulterior motive than prevention-focused consumers.
[ to cite ]:
Guang-Xin (Vincent) Xie, David Boush, Lynn Kahle, and Peter L. Wright (2010) ,"A Tale of Two Modes: When Do Consumers Approach Or Avoid Persuasion Attempts?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 267-270 .