The Impact of Source and Item Characteristics on Consumer Responses to Flattery in Retail Sales Transactions

Flattery is a common method of interpersonal influence applied by agents in the marketplace. However, the literature on persuasion knowledge and related topics has primarily revealed a negative influence of flattery in a retail setting. The present research identifies two critical boundary conditions in the context of marketplace interactions which may result in a positive outcome of flattery. Results of a field study demonstrated that when a highly attractive (vs. less attractive) salesperson flatters a consumer on an item she/he already owns (vs. an item from the store), flattery can lead to higher satisfaction, trustworthiness and intentions to revisit the store.



Citation:

Sutapa Aditya, Kelley Main, and Darren Dahl (2009) ,"The Impact of Source and Item Characteristics on Consumer Responses to Flattery in Retail Sales Transactions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 932-932.

Authors

Sutapa Aditya, York University, Canada
Kelley Main, University of Manitoba, Canada
Darren Dahl, University of British Columbia, Canada



Volume

NA - Advances in Consumer Research Volume 36 | 2009



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