The effect of the discounted attribute importance in two-sided messages

Detalhes bibliográficos
Autor(a) principal: Santos, Cristiane Pizzutti dos
Data de Publicação: 2016
Outros Autores: Basso, Kenny, Gonçalves, Manuela Albornoz
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Institucional da UFRGS
Texto Completo: http://hdl.handle.net/10183/187368
Resumo: Purpose – The purpose of this research is to test the importance of the discounting attribute in the two-sided communication from a retail salesperson as a boundary condition that eliminates the trade-off between trustworthiness and purchase intentions. Design/methodology/approach – The hypotheses are tested by three experimental studies in three different retail contexts. Two lab studies manipulate the importance of the attribute and the type of message: one-sided vs two-sided. A field study improves the external validity of the findings. Findings – A two-sided message from a salesperson reduces the use of persuasion knowledge and, therefore, enhances the consumer’s perception of the salesperson’s trustworthiness; this positive effect remains significant across different levels of importance of the discounting attribute. A two-sided message decreases the consumer’s probability of purchase only when an important attribute is disclaimed, through the consumer’s beliefs regarding the product’s attributes. Practical implications – For the appropriate use of two-sided appeals, retailers should identify the importance of product attributes from the consumers’ perspective. A negative remark from a salesperson when referred to an unimportant attribute makes no harm to purchase intentions while leading to stronger intentions to return to the store and to recommend the store by enhancing trustworthiness. Originality/value – This paper shows that it is possible to enhance trustworthiness through a two-sided message without mitigating the intentions of buying by discounting an attribute at low importance in the two-sided message.
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spelling Santos, Cristiane Pizzutti dosBasso, KennyGonçalves, Manuela Albornoz2018-12-22T04:07:24Z20160309-0566http://hdl.handle.net/10183/187368001079567Purpose – The purpose of this research is to test the importance of the discounting attribute in the two-sided communication from a retail salesperson as a boundary condition that eliminates the trade-off between trustworthiness and purchase intentions. Design/methodology/approach – The hypotheses are tested by three experimental studies in three different retail contexts. Two lab studies manipulate the importance of the attribute and the type of message: one-sided vs two-sided. A field study improves the external validity of the findings. Findings – A two-sided message from a salesperson reduces the use of persuasion knowledge and, therefore, enhances the consumer’s perception of the salesperson’s trustworthiness; this positive effect remains significant across different levels of importance of the discounting attribute. A two-sided message decreases the consumer’s probability of purchase only when an important attribute is disclaimed, through the consumer’s beliefs regarding the product’s attributes. Practical implications – For the appropriate use of two-sided appeals, retailers should identify the importance of product attributes from the consumers’ perspective. A negative remark from a salesperson when referred to an unimportant attribute makes no harm to purchase intentions while leading to stronger intentions to return to the store and to recommend the store by enhancing trustworthiness. Originality/value – This paper shows that it is possible to enhance trustworthiness through a two-sided message without mitigating the intentions of buying by discounting an attribute at low importance in the two-sided message.application/pdfengEuropean journal of marketing. Bingley, Reino Unido. Vol. 50, n. 9/10 (2016), p. 1703-1725Marketing de relacionamentoConhecimentoGerenciamento de reclamaçõesPersuasão (Retórica)Comunicacao : AdministracaoCliente : SatisfaçãoConfiabilidadeAtributos de valorAtributo de compraVendedorKnowledgePersuasionTrustworthinessPurchase attribute importanceTwo-sided messageThe effect of the discounted attribute importance in two-sided messagesEstrangeiroinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFRGSinstname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSTEXT001079567.pdf.txt001079567.pdf.txtExtracted Texttext/plain72458http://www.lume.ufrgs.br/bitstream/10183/187368/2/001079567.pdf.txt5fc075acc5e2eed00d9ef5fa9ea731c4MD52ORIGINAL001079567.pdfTexto completo (inglês)application/pdf657256http://www.lume.ufrgs.br/bitstream/10183/187368/1/001079567.pdf400257a3e97d129ead4ea4a9c17ce74aMD5110183/1873682018-12-23 04:05:34.826671oai:www.lume.ufrgs.br:10183/187368Repositório de PublicaçõesPUBhttps://lume.ufrgs.br/oai/requestopendoar:2018-12-23T06:05:34Repositório Institucional da UFRGS - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.pt_BR.fl_str_mv The effect of the discounted attribute importance in two-sided messages
title The effect of the discounted attribute importance in two-sided messages
spellingShingle The effect of the discounted attribute importance in two-sided messages
Santos, Cristiane Pizzutti dos
Marketing de relacionamento
Conhecimento
Gerenciamento de reclamações
Persuasão (Retórica)
Comunicacao : Administracao
Cliente : Satisfação
Confiabilidade
Atributos de valor
Atributo de compra
Vendedor
Knowledge
Persuasion
Trustworthiness
Purchase attribute importance
Two-sided message
title_short The effect of the discounted attribute importance in two-sided messages
title_full The effect of the discounted attribute importance in two-sided messages
title_fullStr The effect of the discounted attribute importance in two-sided messages
title_full_unstemmed The effect of the discounted attribute importance in two-sided messages
title_sort The effect of the discounted attribute importance in two-sided messages
author Santos, Cristiane Pizzutti dos
author_facet Santos, Cristiane Pizzutti dos
Basso, Kenny
Gonçalves, Manuela Albornoz
author_role author
author2 Basso, Kenny
Gonçalves, Manuela Albornoz
author2_role author
author
dc.contributor.author.fl_str_mv Santos, Cristiane Pizzutti dos
Basso, Kenny
Gonçalves, Manuela Albornoz
dc.subject.por.fl_str_mv Marketing de relacionamento
Conhecimento
Gerenciamento de reclamações
Persuasão (Retórica)
Comunicacao : Administracao
Cliente : Satisfação
Confiabilidade
Atributos de valor
Atributo de compra
Vendedor
topic Marketing de relacionamento
Conhecimento
Gerenciamento de reclamações
Persuasão (Retórica)
Comunicacao : Administracao
Cliente : Satisfação
Confiabilidade
Atributos de valor
Atributo de compra
Vendedor
Knowledge
Persuasion
Trustworthiness
Purchase attribute importance
Two-sided message
dc.subject.eng.fl_str_mv Knowledge
Persuasion
Trustworthiness
Purchase attribute importance
Two-sided message
description Purpose – The purpose of this research is to test the importance of the discounting attribute in the two-sided communication from a retail salesperson as a boundary condition that eliminates the trade-off between trustworthiness and purchase intentions. Design/methodology/approach – The hypotheses are tested by three experimental studies in three different retail contexts. Two lab studies manipulate the importance of the attribute and the type of message: one-sided vs two-sided. A field study improves the external validity of the findings. Findings – A two-sided message from a salesperson reduces the use of persuasion knowledge and, therefore, enhances the consumer’s perception of the salesperson’s trustworthiness; this positive effect remains significant across different levels of importance of the discounting attribute. A two-sided message decreases the consumer’s probability of purchase only when an important attribute is disclaimed, through the consumer’s beliefs regarding the product’s attributes. Practical implications – For the appropriate use of two-sided appeals, retailers should identify the importance of product attributes from the consumers’ perspective. A negative remark from a salesperson when referred to an unimportant attribute makes no harm to purchase intentions while leading to stronger intentions to return to the store and to recommend the store by enhancing trustworthiness. Originality/value – This paper shows that it is possible to enhance trustworthiness through a two-sided message without mitigating the intentions of buying by discounting an attribute at low importance in the two-sided message.
publishDate 2016
dc.date.issued.fl_str_mv 2016
dc.date.accessioned.fl_str_mv 2018-12-22T04:07:24Z
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dc.relation.ispartof.pt_BR.fl_str_mv European journal of marketing. Bingley, Reino Unido. Vol. 50, n. 9/10 (2016), p. 1703-1725
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