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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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