Perceived Persuasion Conveys a Threat to Consumers’ Social Worth

Prior empirical work on consumers’ reactions to persuasion knowledge suggests that consumers often react badly, attributing their reactions to persuasion motives. The current research however suggests an additional reason for consumers’ negative reactions; that is, consumers interpret persuasion as socially threatening which conveys a low opinion of the consumer.

Citation:

Suzanne Rath, Laurence Ashworth, and Nicole Robitaille (2019) ,"Perceived Persuasion Conveys a Threat to Consumers’ Social Worth", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 821-822.