The Persuasion Mindset: the Effect of Persuasion on the Persuader

Little is known about the effect of persuasion on the persuader. We argue that in striving to persuade someone else to like a target object, consumers adopt a “persuasion mindset,” which results in more extreme evaluations of the target object, increased confidence in evaluations, and an openness to persuasion by others.



Citation:

Chris Summers and Rebecca Walker Naylor (2013) ,"The Persuasion Mindset: the Effect of Persuasion on the Persuader", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Chris Summers, Ohio State University, USA
Rebecca Walker Naylor, Fisher College of Business, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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