Consumer susceptibility to cross-selling persuasion: The roles of self-construal and interpersonal harmony

Xuehua Wang and Hean Tat Keh

Journal of Retailing and Consumer Services, 2017, vol. 34, issue C, 177-184

Abstract: In many sales situations, consumers often encounter cross-selling persuasion, whereby the salesperson will suggest another product to go along with the initial purchase. While some consumers tend to be more susceptible to cross-selling persuasion, others are less so. Why is this the case? The present research proposes that consumers’ self-construal can influence their purchase intention for the cross-selling product. The authors conduct three studies to test their hypotheses. Specifically, they show that interdependent (independent) self-construal increases (lowers) consumers' purchase intention toward the cross-selling item (Study 1). This relationship is mediated by interpersonal harmony (Study 2) and moderated by product complementarity (Study 3).

Keywords: Cross-selling; Self-construal; Interpersonal harmony (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:34:y:2017:i:c:p:177-184

DOI: 10.1016/j.jretconser.2016.10.008

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