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Consumer susceptibility to cross-selling persuasion: The roles of self-construal and interpersonal harmony

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  • Wang, Xuehua
  • Keh, Hean Tat

Abstract

In many sales situations, consumers often encounter cross-selling persuasion, whereby the salesperson will suggest another product to go along with the initial purchase. While some consumers tend to be more susceptible to cross-selling persuasion, others are less so. Why is this the case? The present research proposes that consumers’ self-construal can influence their purchase intention for the cross-selling product. The authors conduct three studies to test their hypotheses. Specifically, they show that interdependent (independent) self-construal increases (lowers) consumers' purchase intention toward the cross-selling item (Study 1). This relationship is mediated by interpersonal harmony (Study 2) and moderated by product complementarity (Study 3).

Suggested Citation

  • Wang, Xuehua & Keh, Hean Tat, 2017. "Consumer susceptibility to cross-selling persuasion: The roles of self-construal and interpersonal harmony," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 177-184.
    • Handle: RePEc:eee:joreco:v:34:y:2017:i:c:p:177-184
    DOI: 10.1016/j.jretconser.2016.10.008
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    References listed on IDEAS

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    1. Zhimei Zang & Xiaoyan Wang & Hairu Yang & Chuanming Chen, 2022. "“Be myself” or “Be friends”? Exploring the mechanism between self-construal and sales performance," Asian Business & Management, Palgrave Macmillan, vol. 21(1), pages 82-105, February.
    2. Ying Ma & Xiaodong Guo & Weihuan Su & Yongxiang Feng & Fang Han, 2022. "Dual-Path Effect of Mortality Salience Induced by COVID-19 on Food Safety Behavior in China," IJERPH, MDPI, vol. 19(10), pages 1-15, May.

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