The Impact of Social Categorization on Persuasion Effectiveness

In the current research, the precise impact of persuasion attempts from out-group members is examined. Based on different streams of research, both a relatively smaller persuasive effect of out-group members and a differentiation away from the out-group can be hypothesized. In a series of four experiments, we find convincing evidence for the differentiation expectation; persuasion attempts from out-group members led to opinions opposite from the out-group opinion, irrespective of the nature of the group categorization. Furthermore, we show that persuasion attempts from in-group members only influence attitudes when an intergroup context is made salient.


Mirjam Tuk, Peeter Verlegh, Ale Smidts, and Daniel Wigboldus (2009) ,"The Impact of Social Categorization on Persuasion Effectiveness", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 596-597.


Mirjam Tuk, University of Groningen, The Netherlands
Peeter Verlegh, Erasmus University, The Netherlands
Ale Smidts, Erasmus University, The Netherlands
Daniel Wigboldus, Radboud University Nijmegen, The Netherlands


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More


When do More Options Produce Worse Choice?

Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA

Read More


I’m Just Trying to Help: How Volunteers’ Social Media Posts Alter Support for Charitable Organizations

Michelle Daniels, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
Andrea Morales, Arizona State University, 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.