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The vulnerability of defensiveness: The impact of persuasion attempts and processing motivations on trust

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  • Wenxia Guo
  • Kelley Main

Abstract

People are generally defense motivated during interactions with salesclerks. In this research, we demonstrate that defense motivation can make consumers vulnerable to a less stereotypical persuasion attempt as compared to a more stereotypical one. The consequence is that consumers are willing to pay a higher price and exhibit greater trust in a salesclerk who uses a less stereotypical persuasion attempt. Thus, the stereotypicality of a persuasion attempt is identified as one key factor that impacts perceptions of trustworthiness. In addition, we show that accuracy motivations can attenuate the positive effect of a less stereotypical persuasion attempt. In other words, accuracy motivations can protect consumers from being susceptible to less stereotypical persuasion attempts. Copyright Springer Science+Business Media, LLC 2012

Suggested Citation

  • Wenxia Guo & Kelley Main, 2012. "The vulnerability of defensiveness: The impact of persuasion attempts and processing motivations on trust," Marketing Letters, Springer, vol. 23(4), pages 959-971, December.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:4:p:959-971
    DOI: 10.1007/s11002-012-9197-y
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    Cited by:

    1. Haoyan Sun & Ming Fan & Yong Tan, 2020. "An Empirical Analysis of Seller Advertising Strategies in an Online Marketplace," Information Systems Research, INFORMS, vol. 31(1), pages 37-56, March.
    2. Thomas, Veronica L. & Mangus, Stephanie M. & Bock, Dora E., 2023. "Would you do me a favor? How salesperson favor requests positively affect consumers’ perceptions of negotiations☆☆," Journal of Business Research, Elsevier, vol. 155(PA).
    3. Singh, Jaywant & Crisafulli, Benedetta & Quamina, La Toya & Xue, Melanie Tao, 2020. "‘To trust or not to trust’: The impact of social media influencers on the reputation of corporate brands in crisis," Journal of Business Research, Elsevier, vol. 119(C), pages 464-480.
    4. Fleischer, Hannes, 2020. "Stereotypes in Services - A Systematic Literature Review to Move from Scattered Insights to Generalizable Knowledge," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 216-236.

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