The vulnerability of defensiveness: The impact of persuasion attempts and processing motivations on trust

Wenxia Guo () and Kelley Main ()

Marketing Letters, 2012, vol. 23, issue 4, 959-971

Abstract: People are generally defense motivated during interactions with salesclerks. In this research, we demonstrate that defense motivation can make consumers vulnerable to a less stereotypical persuasion attempt as compared to a more stereotypical one. The consequence is that consumers are willing to pay a higher price and exhibit greater trust in a salesclerk who uses a less stereotypical persuasion attempt. Thus, the stereotypicality of a persuasion attempt is identified as one key factor that impacts perceptions of trustworthiness. In addition, we show that accuracy motivations can attenuate the positive effect of a less stereotypical persuasion attempt. In other words, accuracy motivations can protect consumers from being susceptible to less stereotypical persuasion attempts. Copyright Springer Science+Business Media, LLC 2012

Keywords: Vulnerability; Retailing; Persuasion knowledge model; Processing motivation; Trust (search for similar items in EconPapers)
Date: 2012
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DOI: 10.1007/s11002-012-9197-y

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