How Vulnerable are Consumers to Blatant Persuasion Attempts?

37 Pages Posted: 15 Dec 2005

See all articles by Annick M.M. Bosmans

Annick M.M. Bosmans

Tilburg University - Department of Marketing

Luk Warlop

KU Leuven - Faculty of Business and Economics (FEB); BI Norwegian Business School

Abstract

We show that subtle environmental elements - such as background music - can reduce skepticism and decrease consumers' use of persuasion knowledge. In four studies we show that the presence of background music can result in increased distraction and increased inclination to follow salespeople's advice. Remarkably, this effect persists even when the ulterior motive of the salesperson is made extremely salient. Our results suggest that consumers may be more vulnerable to persuasion attempts then is usually assumed in the persuasion knowledge literature.

Suggested Citation

Bosmans, Annick M.M. and Warlop, Luk, How Vulnerable are Consumers to Blatant Persuasion Attempts?. Available at SSRN: https://ssrn.com/abstract=869978 or http://dx.doi.org/10.2139/ssrn.869978

Annick M.M. Bosmans

Tilburg University - Department of Marketing ( email )

P.O. Box 90153
5000 LE Tilburg
Netherlands
+31 13 466 83 15 (Phone)
+31 13 466 83 54 (Fax)

Luk Warlop (Contact Author)

KU Leuven - Faculty of Business and Economics (FEB) ( email )

Naamsestraat 69
Leuven, B-3000
Belgium

BI Norwegian Business School ( email )

Nydalsveien 37
Oslo, 0442
Norway

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