Power to the People: Consumer Influence Tactics in a Retail Setting

Consumer influence tactics impact perceptions and dictate reciprocation behavior from the service agent. Specifically, tips lead to an economic exchange focus, while compliments lead to a communal sharing focus. Social connectedness, which is decreased by tips and increased by compliments, mediates all outcomes including food served, motivation and enjoyment.


Raymond Lavoie , Kelley Main, and Wenxia Guo (2015) ,"Power to the People: Consumer Influence Tactics in a Retail Setting ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 302-307.


Raymond Lavoie , University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada
Wenxia Guo, Acadia University


NA - Advances in Consumer Research Volume 43 | 2015

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