How to Say 'No': Conviction and Identity Attributions in Persuasive Refusal
International Journal of Research in Marketing, Forthcoming
Posted: 21 Jun 2012
Date Written: 2012
This research investigates the influence of refusal frames on persuasiveness in an interpersonal context. Specifically, the refusal frame “I don’t” is more persuasive than the refusal frame “I can’t” because the former connotes conviction to a higher degree. This perceived conviction is tied to the identity-signaling function of the refusal frame. Two studies demonstrate that 1) the “don’t” frame is more persuasive than the “can’t” frame, 2) perceived conviction mediates the influence of refusal frame on persuasiveness, and 3) attributions to the refuser’s identity explain perceived conviction.
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