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dc.contributor.authorPandelaere, Mario
dc.contributor.authorBriers, Barbara
dc.contributor.authorDewitte, Siegfried
dc.contributor.authorWarlop, Luk
dc.date.accessioned2017-12-02T14:53:26Z
dc.date.available2017-12-02T14:53:26Z
dc.date.issued2010
dc.identifier.doi10.1016/j.ijresmar.2010.01.003
dc.identifier.urihttp://hdl.handle.net/20.500.12127/5301
dc.description.abstractThe present paper shows that the frequency of people's compliance with a request can be substantially increased if the requester first gets them to agree with a series of statements unrelated to the request but selected to induce agreement. We label this effect the ‘mere-agreement effect’ and present a two-step similarity-based mechanism to explain it. Across five studies, we show that induced mere agreement subtly causes respondents to view the presenter of the statements as similar to themselves, which in turn increases the frequency compliance with a request from that same person. We support the similarity explanation by showing that the effect of agreement on compliance is suppressed when agreement is induced to indicate dissimilarity with the interviewer, when the request is made by some other person, and when the artificially high level of agreement is made salient. We also validate the practical relevance of the mere-agreement persuasion technique in a field study. We discuss how the mere-agreement effect can be broadly used as a tool to increase cooperation and be readily implemented in marketing interactions.
dc.language.isoen
dc.subjectMere agreement
dc.subjectSimilarity
dc.subjectCompliance
dc.subjectHelpfulness
dc.subjectSocial influence
dc.titleBetter think before agreeing twice. Mere agreement: a similarity-based persuasion mechanism
dc.identifier.journalInternational Journal of Research in Marketing
dc.source.volume27
dc.source.issue2
dc.source.beginpage133
dc.source.endpage141
vlerick.knowledgedomainMarketing & Sales
vlerick.typearticleVlerick strategic journal article
dc.identifier.vperid192584
dc.identifier.vperid140577
dc.identifier.vperid193760
dc.identifier.vperid51527
dc.identifier.vpubid6555


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