The impact of flattery: The role of negative remarks

Kenny Basso, Cristiane Pizzutti dos Santos and Albornoz Gonçalves, Manuela

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 2, 185-191

Abstract: This study extends our understanding of flattery and consumers’ use of persuasion knowledge in the retail context by addressing the role that negative evaluations from a salesperson play on consumer's perceptions of store agent trustworthiness. Across two experiments, our findings show that a negative salesperson remark along with a positive remark reduces the client's use of persuasion knowledge therefore enhancing the client's perception of the salesclerk's trustworthiness. Additionally, we found a boundary condition of this effect: the price of the target product. Finally, perceptions of salesperson trustworthiness mediated the effect of the remarks on behavioral intentions.

Keywords: Flattery; Persuasion; Trust; Salesperson (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:2:p:185-191

DOI: 10.1016/j.jretconser.2013.09.006

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