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Kelley J. Main Sutapa Aditya Darren W. Dahl 《Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l\u0027Administration》2014,31(1):35-43
This research demonstrates how the directness of a persuasion attempt by a sales agent, in this case flattery, changes how source cues influence consumers’ evaluation of the shopping experience. When the persuasion attempt is direct, source cues do not influence consumer evaluations. However, when an indirect persuasion attempt is used, it is only effective when positive source cues are present. In particular, when the persuasion attempt is indirect, evaluations are more effective when the sales agent is attractive to or shares similar opinions with the consumer. Copyright © 2013 ASAC. Published by John Wiley & Sons, Ltd. 相似文献
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