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

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Titel: The Persuasive Role of Incidental Similarity on Attitudes and Purchase Intentions in a Sales Context.
Autoren: JIANG, LAN1 lan.jiang@sauder.ubc.ca, HOEGG, JOANDREA2 joey.hoegg@sauder.ubc.ca, DAHL, DARREN W.3 darren.dahl@sauder.ubc.ca, CHATTOPADHYAY, AMITAVA4 amitava.chattopadhyay@insead.edu
Quelle: Journal of Consumer Research. Feb2010, Vol. 36 Issue 5, p778-791. 14p. 4 Graphs.
Schlagwörter: *SALES personnel, *SELLING & psychology, *CUSTOMER relations, *CUSTOMER retention, *RELATIONSHIP marketing, *CONSUMER research, PSYCHOLOGY
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. [ABSTRACT FROM AUTHOR]
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Datenbank: Business Source Index
Beschreibung
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. [ABSTRACT FROM AUTHOR]
ISSN:00935301
DOI:10.1086/605364