影响类型与绩效结果对影响者态度的影响

The Effect of Influence Type and Performance Outcomes on Attitude toward the Influencer

Journal of Marketing Research · 1992
被引 329
FT 50UTD 24ABS 4★

中文导读

研究发现,被影响者对影响者的态度受影响类型和绩效结果共同作用:结果未知时,支配型影响降低满意度;结果明确后,好结果能缓解负面态度,坏结果则削弱正面态度。

Abstract

The authors demonstrate that a target's attitude toward an influencer is affected by both (1) the influence type used by the influencer to achieve the target's compliance and (2) the performance outcomes that result from the behavior adopted by the target in compliance with that influence. Before performance outcomes are known, the target's satisfaction and trust are strongly affected by the type of influence exercised; more dominating influence types result in less positive attitude. When outcomes of compliance become evident, however, favorable outcomes appear to ameliorate negative attitudes, whereas unfavorable outcomes seem to undermine positive attitudes. These findings indicate the significance of performance outcomes for understanding the ramifications of successful influence.

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