haku: @author Deighton, J. / yhteensä: 9
viite: 4 / 9
| Tekijä: | Deighton, J. Grayson, K. |
| Otsikko: | Marketing and seduction: building exchange relationships by managing social consensus |
| Lehti: | Journal of Consumer Research
1995 : MAR, VOL. 21:4, p. 660-676 |
| Asiasana: | CONSUMERS RESEARCH MARKETING |
| Kieli: | eng |
| Tiivistelmä: | The authors distinguish seduction from persuasion and other ways to draw consumers into exchange relationships. A legal case involving the prosecution of a mail fraud known as Chonda-Za is used to illustrate seduction, and the concept is defined in terms of social constructionist theory. The authors identify five stages in the unfolding of a seduction and draw parallels and contrasts to the formation of a normal exchange relationship. |
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