Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus

John Deighton and Kent Grayson

Journal of Consumer Research, 1995, vol. 21, issue 4, 660-76

Abstract: We distinguish seduction from persuasion and other ways to draw consumers into exchange relationships. A legal case involving the prosecution of a mail fraud known as Chonda-Za is used to illustrate seduction, and the concept is defined in terms of social constructionist theory. We identify five stages in the unfolding of a seduction and draw parallels and contrasts to the formation of a normal exchange relationship. We explore the enrollment stage in more detail and model it as a matter of inducing consumers to accept progressively more involving role agreements. The distinction between legitimate and illegitimate seduction is also examined. Copyright 1995 by the University of Chicago.

Date: 1995
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:21:y:1995:i:4:p:660-76

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