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How to say “no”: Conviction and identity attributions in persuasive refusal

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  • Patrick, Vanessa M.
  • Hagtvedt, Henrik

Abstract

This research investigates the influence of refusal frames on persuasiveness in an interpersonal context. Specifically, the refusal frame “I don't” is more persuasive than the refusal frame “I can't” because the former connotes conviction to a higher degree. This perceived conviction is tied to the identity-signaling function of the refusal frame. Two studies demonstrate that 1) the “don't” frame is more persuasive than the “can't” frame, 2) perceived conviction mediates the influence of the refusal frame on persuasiveness, and 3) attributions to the refuser's identity explain the perceived conviction.

Suggested Citation

  • Patrick, Vanessa M. & Hagtvedt, Henrik, 2012. "How to say “no”: Conviction and identity attributions in persuasive refusal," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 390-394.
    • Handle: RePEc:eee:ijrema:v:29:y:2012:i:4:p:390-394
    DOI: 10.1016/j.ijresmar.2012.04.004
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    References listed on IDEAS

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    Cited by:

    1. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.

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