How Vulnerable Are Consumers to Persuasion Attempts?

Anick Bosmans, Tilburg University
Luk Warlop, Katholieke Universiteit B Leuven
EXTENDED ABSTRACT - Consumers are often confronted with mixed marketing signals. To some extent, marketing communications may reflect sincere and diagnostic information to help the consumer make optimal choices. On the other hand, these communications may also reflect ulterior motives that are based on making profit, manipulation of choices, or sometimes even mere deception. For the consumer then, making the right purchase decision is not an easy job. Consumer welfare would require that consumers are able to discount to the extent that persuasion attempts are driven by mere ulterior motives.
[ to cite ]:
Anick Bosmans and Luk Warlop (2005) ,"How Vulnerable Are Consumers to Persuasion Attempts?", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 506-506.