The impact of flattery: The role of negative remarks |
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| Institution: | 1. Business School, Faculdade Meridional – IMED, Senador Pinheiro, 304, Cep: 99070-220, Passo Fundo, Brazil;2. School of Management, Universidade Federal do Rio Grande do Sul, Washington Luis, 855, Cep: 90460-010, Porto Alegre, Brazil;3. School of Management, Universidade FEEVALE, ERS 239, 2755, Cep: 93352-000, Novo Hamburgo, Brazil;1. University of Thessaly, Department of Agriculture Crop Production and Rural Environment, Fytoko, 38446 Volos, Greece;2. University of Thessaly, Department of Planning and Regional Development, Pedion Areos, 38334 Volos, Greece;1. Department of Industrial and System Engineering, Chung Yuan Christian University, Chung Pei Road No. 200, Chungli City 32023, Taiwan;2. Department of Information Technology, Satya Wacana Christian University, Jl. Diponegoro 52-60, Salatiga 50711, Indonesia;3. Department of Industrial Engineering, Atma Jaya Catholic University, Jakarta, Indonesia;1. Maringá State University, Av Colombo 5.790, Maringá, PR, CEP 87020-900, Brazil;2. University of Brasília, Brazil |
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| Abstract: | This study extends our understanding of flattery and consumers’ use of persuasion knowledge in the retail context by addressing the role that negative evaluations from a salesperson play on consumer's perceptions of store agent trustworthiness. Across two experiments, our findings show that a negative salesperson remark along with a positive remark reduces the client's use of persuasion knowledge therefore enhancing the client's perception of the salesclerk's trustworthiness. Additionally, we found a boundary condition of this effect: the price of the target product. Finally, perceptions of salesperson trustworthiness mediated the effect of the remarks on behavioral intentions. |
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| Keywords: | Flattery Persuasion Trust Salesperson |
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