The Use of Seeker and Sentry Persuasion Management Strategies By Heterosexual Male Shoppers

Kirmani and Campbell (2004) provide a typology of 15 consumer response strategies to persuasion attempts in the marketplace. The current research investigates the relevance of this typology to a growing segment of men who shop for and consume fashion and grooming products. The findings suggest that informants did utilize some of the strategies outlined. However, three new strategies emerged as salient and some of the strategies detailed as sentry strategies, or attempts to ward off influence, were employed as seeker strategies, or aiding in goal attainment. This research offers theoretical insights into the typology and provides managerial implications of these findings.


Linda Tuncay and Cele C. Otnes (2007) ,"The Use of Seeker and Sentry Persuasion Management Strategies By Heterosexual Male Shoppers", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 565.


Linda Tuncay, Loyola University Chicago
Cele C. Otnes, University of Illinois at Urbana-Champaign


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism

Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada

Read More


Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

Read More


Ineffective Altruism: Giving Less When Donations Do More

Joshua Lewis, University of Pennsylvania, USA
Deborah Small, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.