The Curse of Similarity: When and How Similarity Induces Persuasion Reactance

Suntong, Q I; Dai, Xianchi; Ching Canice Kwan, Man; Wyer, Robert S

Abstract

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 an unfamiliar product. Four experiments and secondary data confirm these opposing effects.

Citation

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

• Journal Article Type: Article
• Acceptance Date: Jun 1, 2021
• Publication Date: 2021
• Deposit Date: May 5, 2023
• Publicly Available Date: May 9, 2023
• Electronic ISSN: 0098-9258
• Peer Reviewed: Peer Reviewed
• Volume: 49
• Pages: 273-274
• Public URL: https://nottingham-repository.worktribe.com/output/20285824
• Publisher URL: https://www.acrwebsite.org/volumes/3000387/volumes/v49/NA-49