Pangs From Persuasion: When Recommendations Undermine Consumers’ Social Worth
Prior work on persuasion knowledge often explains consumers’ perceptions of salespeople with inferences of motives to sell. We however suggest that consumers infer more than just agents’ selling motives. Specifically, persuasion attempts violate an important norm of interpersonal conduct and convey a lack of respect and value.
Suzanne Galia Rath, Laurence Ashworth, and Nicole Robitaille (2018) ,"Pangs From Persuasion: When Recommendations Undermine Consumers’ Social Worth", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 763-764.
Suzanne Galia Rath, Queens University, Canada
Laurence Ashworth, Queens University, Canada
Nicole Robitaille, Queens University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
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