Persuading the Bystander

We introduce audience partitioning as a persuasive tactic used in one-to-many communication. When the audience is partitioned, those not addressed become bystanders to a persuasive message addressed at someone else. We find bystanders have lower barriers to persuasion and are therefore more persuaded compared to those addressed implicitly or explicitly.


Francesca Valsesia, Kristin Diehl, and Joseph Nunes (2019) ,"Persuading the Bystander", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 175-179.


Francesca Valsesia, University of Washington, USA
Kristin Diehl, University of Southern California, USA
Joseph Nunes, University of Southern California, USA


NA - Advances in Consumer Research Volume 47 | 2019

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