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Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus

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  • Deighton, John
  • Grayson, Kent

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.

Suggested Citation

  • Deighton, John & Grayson, Kent, 1995. "Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 660-676, March.
    • Handle: RePEc:oup:jconrs:v:21:y:1995:i:4:p:660-76
    DOI: 10.1086/209426
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    Cited by:

    1. Eunhye Kim, 2021. "In-store shopping with location-based retail apps: perceived value, consumer response, and the moderating effect of flow," Information Technology and Management, Springer, vol. 22(2), pages 83-97, June.
    2. Hervé Laroche & Véronique Steyer & Christelle Théron, 2019. "How Could You be so Gullible? Scams and Over-Trust in Organizations," Journal of Business Ethics, Springer, vol. 160(3), pages 641-656, December.
    3. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    4. Yanfang Zeng & Lihua Liu & Rui Xu, 2022. "The Effects of a Virtual Reality Tourism Experience on Tourist’s Cultural Dissemination Behavior," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-16, March.
    5. Czinkota, Michael & Kaufmann, Hans Rüdiger & Basile, Gianpaolo & Ferri, Maria Antonella, 2020. "For-Benefit Company (fBComp): An innovative social-business model. The Italian case," Journal of Business Research, Elsevier, vol. 119(C), pages 377-387.
    6. Dr. Ashutosh Nigam, 2012. "Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intensions in Organized Quick Service Chain Restaurants Shoppers Using Structural Equation Modeling Approach," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 7(2), pages 18-25, October.
    7. Pitt, Leyland F. & Berthon, Pierre & Watson, Richard T. & Ewing, Michael, 2001. "Pricing strategy and the net," Business Horizons, Elsevier, vol. 44(2), pages 45-54.
    8. Jungyi Park & Sunghyup Sean Hyun, 2021. "Influence of Airline Cabin Crew Members’ Rapport-Building Behaviors and Empathy toward Colleagues on Team Performance, Organizational Atmosphere, and Irregularity," IJERPH, MDPI, vol. 18(12), pages 1-23, June.
    9. Russell Belk, 2020. "Resurrecting marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 168-171, December.
    10. Mohammad Jahanzeb Khan & Noel Harding, 2020. "Why is trait scepticism not consistently reflected in state scepticism? An exploratory study into the role of aesthetic engagement," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 60(4), pages 3743-3774, December.
    11. O'Malley, Lisa & Prothero, Andrea, 2004. "Beyond the frills of relationship marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1286-1294, November.
    12. Lee, Yoojung & Kim, Hye-Young, 2019. "Consumer need for mobile app atmospherics and its relationships to shopper responses," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 437-442.
    13. Nuttavuthisit, Krittinee, 2010. "If you can't beat them, let them join: The development of strategies to foster consumers' co-creative practices," Business Horizons, Elsevier, vol. 53(3), pages 315-324, May.
    14. repec:oup:jconrs:v:49:y:2023:i:5:p:904-925. is not listed on IDEAS
    15. Ashish Kumar & Kristian Möller, 2018. "Extending the Boundaries of Corporate Branding: An Exploratory Study of the Influence of Brand Familiarity in Recruitment Practices Through Social Media by B2B Firms," Corporate Reputation Review, Palgrave Macmillan, vol. 21(3), pages 101-114, September.

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