Abstract
It is hypothesized that self-presentation and consumer interaction styles are interrelated. Specifically those people who adopt an acquisitive self-presentation style are expected to be more assertive than others with respect to requesting information, seeking redress, and resisting sales requests. People adopting a protective self-presentation style are expected to be less assertive with respect to these same consumer interactions. The results of the study support the expectations and imply the importance of considering self-presentation styles in understanding interpersonal influence and interpersonal communications in the marketplace.
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