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The role of interdependent self-construal in consumers’ susceptibility to retail salespersons’ influence: A hierarchical approach

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  • Sun, Tao
  • Tai, Zixue
  • Tsai, Ke-Chuan

Abstract

Based on a sample of 300 consumers, this paper develops and tests a hierarchical model that examines the effect of interdependent self-construal on consumers’ susceptibility to salespersons’ influence. Structural equation modeling shows that the relationship between the two constructs is mediated by several situational factors via two prediction paths. Along one path, interdependent self-construal positively affects consumers’ susceptibility to interpersonal influence, which is positively connected to consumers’ susceptibility to salespersons’ influence through the mediation of consumers’ susceptibility to store atmosphere influence. Along the other path, interdependent self-construal is positively correlated with public self-consciousness, which is then positively associated with consumers’ susceptibility to salespersons’ influence. Discussions on theoretical, practical and future research implications are provided.

Suggested Citation

  • Sun, Tao & Tai, Zixue & Tsai, Ke-Chuan, 2009. "The role of interdependent self-construal in consumers’ susceptibility to retail salespersons’ influence: A hierarchical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 360-366.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:5:p:360-366
    DOI: 10.1016/j.jretconser.2009.04.002
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    References listed on IDEAS

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    1. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(4), pages 473-481, March.
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    Cited by:

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    4. Park, Yookyung & Yi, Youjae, 2022. "Is a gift on sale “heart-discounted†? Givers’ misprediction on the value of discounted gifts and the influence of service robots," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).

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