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The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context

Author

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  • Lan Jiang
  • Joandrea Hoegg
  • Darren W. Dahl
  • Amitava Chattopadhyay

Abstract

This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the valence of the salesperson's behavior and the possibility of an extended service relationship moderate the process. When the need for connectedness is mitigated, the positive effects of incidental similarity can be lost or even reversed. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Lan Jiang & Joandrea Hoegg & Darren W. Dahl & Amitava Chattopadhyay, 2010. "The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 778-791, February.
    • Handle: RePEc:oup:jconrs:v:36:y:2010:i:5:p:778-791
    DOI: 10.1086/605364
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    Citations

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    Cited by:

    1. Sara Hanson & Lan Jiang, 2016. "The low status advantage: the effect of status structure on participation in an online community," Electronic Markets, Springer;IIM University of St. Gallen, vol. 26(3), pages 233-244, August.
    2. Ziano, Ignazio & Pandelaere, Mario, 2018. "The majority premium: Competence inferences derived from majority consumption," Journal of Business Research, Elsevier, vol. 92(C), pages 339-349.
    3. Wang, Xuehua & Keh, Hean Tat, 2017. "Consumer susceptibility to cross-selling persuasion: The roles of self-construal and interpersonal harmony," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 177-184.
    4. Zeynep Müge Güzel & Aysegul Ozsomer, 2022. "Cleansing the doors of perception: Perceptual inaccuracy in marketing relationships," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 216-237, December.
    5. Kwon, Hyorkjin & Ha, Sejin & Im, Hyunjoo, 2016. "The impact of perceived similarity to other customers on shopping mall satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 304-309.
    6. Argo, Jennifer J. & Dahl, Darren W., 2020. "Social Influence in the Retail Context: A Contemporary Review of the Literature," Journal of Retailing, Elsevier, vol. 96(1), pages 25-39.
    7. Boris Bartikowski & Fernando Fastoso & Heribert Gierl, 2021. "How Nationalistic Appeals Affect Foreign Luxury Brand Reputation: A Study of Ambivalent Effects," Journal of Business Ethics, Springer, vol. 169(2), pages 261-277, March.
    8. Chan, Kimmy Wa & Gong, Taeshik & Sharma, Piyush & Chu, Candace, 2022. "Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies," Journal of Business Research, Elsevier, vol. 150(C), pages 297-310.
    9. Fu, Senhui & Yan, Qing & Feng, Guangchao Charles, 2018. "Who will attract you? Similarity effect among users on online purchase intention of movie tickets in the social shopping context," International Journal of Information Management, Elsevier, vol. 40(C), pages 88-102.
    10. Elison Ai Ching Lim & Yih Hwai Lee & Maw-Der Foo, 2017. "Frontline employees’ nonverbal cues in service encounters: a double-edged sword," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 657-676, September.
    11. Schütt, Christoph A., 2023. "The effect of perceived similarity and social proximity on the formation of prosocial preferences," Journal of Economic Psychology, Elsevier, vol. 99(C).
    12. Essig, Richard A., 2024. "The preference for users to experts in the domain of online product ratings," Journal of Business Research, Elsevier, vol. 173(C).
    13. Christophe Bèzes & M. Mercanti-Guerin, 2017. "La similarité en marketing : périmètre, mesure et champs d'application," Post-Print hal-02008205, HAL.
    14. Wien, Anders Hauge & Peluso, Alessandro M., 2021. "Influence of human versus AI recommenders: The roles of product type and cognitive processes," Journal of Business Research, Elsevier, vol. 137(C), pages 13-27.
    15. Quy Nguyen-Phuoc, Duy & Nguyen, Teron & Ngoc Su, Diep & Thi Le, Phuong & Oviedo-Trespalacios, Oscar, 2022. "How do social cues from other passengers affect word-of-mouth and intention to continue using bus services? A second-order SEM approach," Transportation Research Part A: Policy and Practice, Elsevier, vol. 158(C), pages 302-320.
    16. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.
    17. Brack, Anna Dorothea & Benkenstein, Martin, 2012. "The effects of overall similarity regarding the customer-to-customer-relationship in a service context," Journal of Retailing and Consumer Services, Elsevier, vol. 19(5), pages 501-509.
    18. Maudlin Klissa Dhiandra Putri, 2020. "The Role of Methods of Service Encounter and Surprise in Customer Delight and Customer Loyalty in Indonesian Supermarkets," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 6(1), pages 09-20.

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