Tactical deception in covert selling: A persuasion knowledge perspective.

Autor:	Xie, Guang-Xin, Boush, David M., Liu, Raymond R.
Předmět:	CONSUMER attitudes SALES management SALES personnel DECEPTION MARKETING strategy
Zdroj:	Journal of Marketing Communications; Jun2015, Vol. 21 Issue 3, p224-240, 17p, 1 Chart, 2 Graphs
Abstrakt:	In two studies, we examine consumers' perceptions of covert personal selling in relation to their product evaluation and salespersons' self-disclosure of the selling motive. Study 1 suggests that positive product evaluation can moderate the perceived deceptiveness of an overt selling attempt, but not that of its covert counterpart. Study 2 provides further evidence of consumer resistance against covert selling, even when the salespersons disclose their identities prior to consumers' purchase decisions. This research sheds further light on the compelling negative ramifications of tactical deception in covert marketing communications. [ABSTRACT FROM PUBLISHER]
Databáze:	Complementary Index
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