The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Urban Heterosexual Male Shoppers

Linda Tuncay, Cornelia C Otnes

Research output: Contribution to journalArticle

Abstract

This paper investigates the relevance of Kirmani and Campbell's [Kirmani, Amna and Margaret C. Campbell (2004). "Goal Seeker and Persuasion Sentry: How Consumer Targets Respond to Interpersonal Marketing Persuasion," Journal of Consumer Research, 31 (3), 573-582] typology of persuasion management strategies to one group of identity-vulnerable consumers, heterosexual urban male shoppers of grooming and fashion products. Our informants use seeker strategies to refine their conceptualizations of heterosexual masculinity, or to gain expertise. In addition to the seeker strategies Kirmani and Campbell identify, our informants employ three new seeker strategies and use previously identified sentry strategies as seeker strategies. We offer theoretical and managerial insights for those interested in the shopping behavior of vulnerable consumers, and more specifically, heterosexual urban male shoppers of fashion and grooming goods.

Original languageEnglish (US)
Pages (from-to)487-499
Number of pages13
JournalJournal of Retailing
Volume84
Issue number4
DOIs
StatePublished - Dec 1 2008

Keywords

  • Consumer
  • Identity-vulnerable consumers
  • Persuasion knowledge

ASJC Scopus subject areas

  • Marketing

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