Seeing Things in a Different Light: Agent Vs. Consumer Responses to Persuasion Attempts
This research examines how an individual’s role (dual vs. single role) influences their responses to persuasion attempts. Overall, we find that agent (dual roles) responses to persuasion attempts are more consistent with accuracy motivated processing. In contrast, consumer (single role) responses to persuasion attempts are more consistent with defense motivated processing.
Wenxia Guo and Kelley Main (2011) ,"Seeing Things in a Different Light: Agent Vs. Consumer Responses to Persuasion Attempts", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 445-446.
Wenxia Guo, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
NA - Advances in Consumer Research Volume 39 | 2011
Globalizing from the Periphery: The Role of Consumer Paratextual Translation
Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia
H4. Anthropomorphism Moderates the Effect of Ownership on Self Perceptions
Qiang Zhou, University of Texas at San Antonio, USA
Dengfeng Yan, University of Texas at San Antonio, USA
Doing Good by Buying from a Peer: When and Why Consumers Prefer Peer Economy Purchases
John P. Costello, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA