Abstract
This paper examines the role of psychological mediators on consumers’ responses to persuasive sales tactics. Factor Analysis is used to determine the actual mediators identified by consumers as potential targets by salespeople and find structure in the data. An exploratory examination identifies four categories of potential psychological mediators. Experimental results reveal that consumers recognize sales tactics designed to influence these psychological mediators. These processes, in turn, mediate the influence of persuasive tactics on consumer responses. Overall, the study lends support to Friestad and Wright’s Persuasion Knowledge Model (1994).
Published Version
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