Authors
John Deighton, Kent Grayson
Publication date
1995/3/1
Journal
Journal of consumer research
Volume
21
Issue
4
Pages
660-676
Publisher
The University of Chicago Press
Description
We 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. We identify five stages in the unfolding of a seduction and draw parallels and contrasts to the formation of a normal exchange relationship. We explore the enrollment stage in more detail and model it as a matter of inducing consumers to accept progressively more involving role agreements. The distinction between legitimate and illegitimate seduction is also examined.
Total citations
Scholar articles
J Deighton, K Grayson - Journal of consumer research, 1995