The Curse of Similarity: When and How Similarity Induces Persuasion Reactance
(2021)
Journal Article
Suntong, Q. I., Dai, X., Ching Canice Kwan, M., & Wyer, R. S. (2021). The Curse of Similarity: When and How Similarity Induces Persuasion Reactance. Advances in Consumer Research, 49, 273-274
Salesperson-customer similarity can positively or negatively affect persuasiveness. Consumers more likely to take a recommendation from a dissimilar (vs. similar) salesperson when purchasing a familiar product, but the reverse is true when purchasing... Read More about The Curse of Similarity: When and How Similarity Induces Persuasion Reactance.