Shedding the Veil of Suspicion: Avoiding the Effects of Defensive Suspicion

This talk describes strategies for combating the persistent negative bias induced by the defensive suspicion (Darke and Ritchie 2007; Darke et al. 2008). Previous research shows that defensive suspicion can generalize from one marketer to another, and that these effects tend to be surprisingly robust. For instance, defensive suspicion generalizes despite objectively strong arguments to the contrary, and despite a recognizable/trusted brand name. The three experiments described here show that multiple trust cues, knowledge of government regulation, and the use of aschematic tactics are all effective in buffering against the otherwise persistent effects of defensive suspicion.


Peter Darke (2010) ,"Shedding the Veil of Suspicion: Avoiding the Effects of Defensive Suspicion", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 267-270 .


Peter Darke, Schulich School of Business, York University, Canada


NA - Advances in Consumer Research Volume 37 | 2010

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