11C the Curse of Similarity: How Similarity Can Help Or Hurt Persuasiveness
Total Page：16
File Type：pdf, Size：1020Kb
ASSOCIATION FOR CONSUMER RESEARCH Association for Consumer Research, University of Minnesota Duluth, 115 Chester Park, 31 West College Street Duluth, MN 55812 11C the Curse of Similarity: How Similarity Can Help Or Hurt Persuasiveness Suntong Qi, Chinese University of Hong Kong, China Xianchi Dai, Chinese University of Hong Kong, China Canice Man Ching Kwan, Open University of Hong Kong, China We study how the similarity between consumers and salespersons affects persuasiveness. Four studies and secondary data demonstrate that consumers more likely take a recommendation from a similar (vs. dissimilar) salesperson when purchasing an unfamiliar product, but the reverse is true when purchasing a familiar product. [to cite]: Suntong Qi, Xianchi Dai, and Canice Man Ching Kwan (2019) ,"11C the Curse of Similarity: How Similarity Can Help Or Hurt Persuasiveness", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 987-987. [url]: http://www.acrwebsite.org/volumes/2551191/volumes/v47/NA-47 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. Advances in Consumer Research (Volume 47) / 987 16F I Want to Disbelieve: Political Ideology and Misinformation in the Marketplace Fabricia Volotão Peixoto, EAESP-FGV, Brazil Delane Botelho, EAESP-FGV, Brazil Political ideology may influence the way one judges a misinformation as true or false. In a observational study we found evidence that liberals (as compared to conservatives) are more likely to believe in a false claim related to the marketplace. 9B I’m Touched by Your (Disgusting) Words: How Haptic Vocabulary Helps Overcome the Negative Effect of Disgust on Prosocial Behavior Olivia Petit, Kedge Business School, France Johannes Kraak, Toulouse Business School, France Renaud Lunardo, Kedge Business School, France Through two studies we show that disgust reduces the willingness to donate for charities focussing on topics such as homeless people and food waste. However the negative impact of disgust can be reduced by using haptic vocabulary limiting the negative effect of disgust on trust. 1A When Politicized Advertising Campaigns Backfire Aviva Philipp-Muller, Ohio State University, USA Joseph Siev, Ohio State University, USA Richard Petty, Ohio State University, USA We sought to test whether staunch one-sided messages on controversial issues would garner oppositional word of mouth among ambiv- alent consumers. We found that one-sided tweets (vs. balanced tweets) led ambivalent consumers to share oppositional articles (Studies 1a and 1b) and engage in oppositional word of mouth (Study 2). 11C The Curse of Similarity: How Similarity Can Help or Hurt Persuasiveness Suntong Qi, Chinese University of Hong Kong, China Xianchi Dai, Chinese University of Hong Kong, China Canice Man Ching Kwan, Open University of Hong Kong, China We study how the similarity between consumers and salespersons affects persuasiveness. Four studies and secondary data demonstrate that consumers more likely take a recommendation from a similar (vs. dissimilar) salesperson when purchasing an unfamiliar product but the reverse is true when purchasing a familiar product. 11N Partner or Servant? How to Build Relationship With Feature-Rich Product and Feature-Poor Product Zhou Qi, Huazhong University of Science and Technology, China Yuanqiong He, Huazhong University of Science and Technology, China This research explores effects of anthropomorphism strategy for products’ feature designing. The results indicated that feature-rich products with partner role will improve consumers’ attitude towards the product while feature-poor products with servant role will improve consumers’ attitude towards the product. Product involvement will moderate effect. This study enriches consumer-brand relationship. 12H Who is Watching Me? Consequences of Reciprocal Reviewing to the Firm Laura Rifkin, Brooklyn College, USA Canan Corus, Pace University, USA Colleen P. Kirk, New York Institute of Technology, USA This investigation focuses on the unintended consequences when a consumer is the one being reviewed within the context of the P2P sharing economy. Drawing on social exchange theory we propose negative reviews will elicit reactions towards the seller which spill over to the booking platform and manifest as negative WOM..