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Sensitivity to Ulterior Motives in Retail Settings: The Moderating Role of Dual-Identity versus Sole-Identity Consumers

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  • Main, Kelley J.
  • Guo, Wenxia
  • White, Katherine

Abstract

The current research compares sole-identity versus dualidentity consumers in their responses to different retail persuasion attempts that occur in situations with low versus high ulterior motives. We examine different consumer responses (e.g., interaction time, perceived friendliness, future interaction intentions, and actual purchase behavior). We find that dual-identity consumers (those individuals with sales experience who have both a consumer and agent identity available) tend to automatically activate their agent identity which makes them more likely to take the perspective of the sales agent as compared to sole-identity consumers (individuals without sales experience who only have a consumer identity available). Dual-identity consumers show greater sensitivity to ulterior motives as exhibited by more accurate responses when persuasion cues suggest that ulterior motives are low, but not high. In contrast, sole-identity consumers are insensitive to differing levels of ulterior motives. The current research further demonstrates that perspective-taking can mitigate sole-identity consumers' defensive reactions which can increase their responses to sales agents' persuasion attempts with low ulterior motives.

Suggested Citation

  • Main, Kelley J. & Guo, Wenxia & White, Katherine, 2019. "Sensitivity to Ulterior Motives in Retail Settings: The Moderating Role of Dual-Identity versus Sole-Identity Consumers," Journal of Retailing, Elsevier, vol. 95(3), pages 63-75.
  • Handle: RePEc:eee:jouret:v:95:y:2019:i:3:p:63-75
    DOI: 10.1016/j.jretai.2019.06.004
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    References listed on IDEAS

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    1. Grewal, Dhruv & Roggeveen, Anne L. & Nordfält, Jens, 2017. "The Future of Retailing," Journal of Retailing, Elsevier, vol. 93(1), pages 1-6.
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    3. Katherine White & Darren W. Dahl, 2007. "Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 525-536, June.
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    5. Pillai, Kishore Gopalakrishna & Kumar, V., 2012. "Differential Effects of Value Consciousness and Coupon Proneness on Consumers’ Persuasion Knowledge of Pricing Tactics," Journal of Retailing, Elsevier, vol. 88(1), pages 20-33.
    6. Andrea C. Morales, 2005. "Giving Firms an "E" for Effort: Consumer Responses to High-Effort Firms," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 806-812, March.
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    Cited by:

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