Insincere Flattery Actually Works: A Dual Attitudes Perspective

Door: Coert Visser Gepubliceerd op 18 feb, 2010 in de rubriek Ongerubriceerd
Kennisbank onderwerpen: Oplossingsgericht managen

Flattery—the art of offering pleasing compliments—is one of the oldest and most commonly used of persuasion tactics. Instances of flattery also abound in the marketing context because making consumers feel good about themselves can often lead them to evaluate the flatterer positively. However, when prospective consumers are fully aware of a clear ulterior motive underlying the compliment, both prior research and intuition suggest that recipients will discount the flattering comments and correct their otherwise favorable reactions. In contrast, this research uses a dual attitudes perspective to show that even after consumers consciously discount a blatantly insincere compliment from the marketer, the original positive reaction (the implicit attitude) toward the marketer coexists with, rather than being replaced by, the discounted evaluation (the explicit attitude). Subsequently, the implicit reaction is manifested when cognitive capacity at the time of measurement is significantly constrained, while the explicit judgment is reported under unconstrained conditions. Lees verder.

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