Consumer susceptibility to cross-selling persuasion: The roles of self-construal and interpersonal harmony

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• 作者：Xuehua Wang^a ; ^{mkxwang@gmail.com} ; Hean Tat Keh^b ; ^{ht.keh@monash.edu}
• 关键词：Cross-selling ; Self-construal ; Interpersonal harmony
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2017
• 出版时间：January 2017
• 年：2017
• 卷：34
• 期：Complete
• 页码：177-184
• 全文大小：299 K
• 卷排序：34

文摘

In many sales situations, consumers often encounter cross-selling persuasion, whereby the salesperson will suggest another product to go along with the initial purchase. While some consumers tend to be more susceptible to cross-selling persuasion, others are less so. Why is this the case? The present research proposes that consumers’ self-construal can influence their purchase intention for the cross-selling product. The authors conduct three studies to test their hypotheses. Specifically, they show that interdependent (independent) self-construal increases (lowers) consumers' purchase intention toward the cross-selling item (Study 1). This relationship is mediated by interpersonal harmony (Study 2) and moderated by product complementarity (Study 3).