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The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Urban Heterosexual Male Shoppers

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  • Tuncay, Linda
  • Otnes, Cele C.

Abstract

This paper investigates the relevance of Kirmani and Campbell’s [Kirmani, Amna and Margaret C. Campbell (2004). “Goal Seeker and Persuasion Sentry: How Consumer Targets Respond to Interpersonal Marketing Persuasion,”Journal of Consumer Research, 31 (3), 573–582] typology of persuasion management strategies to one group of identity-vulnerable consumers, heterosexual urban male shoppers of grooming and fashion products. Our informants use seeker strategies to refine their conceptualizations of heterosexual masculinity, or to gain expertise. In addition to the seeker strategies Kirmani and Campbell identify, our informants employ three new seeker strategies and use previously identified sentry strategies as seeker strategies. We offer theoretical and managerial insights for those interested in the shopping behavior of vulnerable consumers, and more specifically, heterosexual urban male shoppers of fashion and grooming goods.

Suggested Citation

  • Tuncay, Linda & Otnes, Cele C., 2008. "The Use of Persuasion Management Strategies by Identity-Vulnerable Consumers: The Case of Urban Heterosexual Male Shoppers," Journal of Retailing, Elsevier, vol. 84(4), pages 487-499.
    • Handle: RePEc:eee:jouret:v:84:y:2008:i:4:p:487-499
    DOI: 10.1016/j.jretai.2008.09.004
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    2. Alicia Lefrançois & Sophie Changeur, 2021. "Conceptualizing The Transgression Of Gender Norms In Consumption : Multimodal Critical Analysis Of French Hetero-Masculinities’ Representations And Gender Roles [Vers une conceptualisation de la tr," Post-Print hal-03643690, HAL.
    3. Namrata Sandhu & Dilpreet Singh, 2017. "Gender Contamination in Indian Automobile Advertisements," Paradigm, , vol. 21(2), pages 139-155, December.
    4. Wen, Na & Lurie, Nicholas H., 2018. "The Case for Compatibility: Product Attitudes and Purchase Intentions for Upper versus Lowercase Brand Names," Journal of Retailing, Elsevier, vol. 94(4), pages 393-407.
    5. Avery, Jill, 2012. "Defending the markers of masculinity: Consumer resistance to brand gender-bending," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 322-336.
    6. Jill Nash & Cindy Sidhu, 2023. "‘Pink is for girls, blue is for boys’ exploring brand gender identity in children’s clothing, a post-evaluation of British retailer John Lewis," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 381-397, September.
    7. Dant, Rajiv P. & Brown, James R., 2008. "Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature," Journal of Retailing, Elsevier, vol. 84(4), pages 371-397.
    8. Namrata Sandhu, 2018. "Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product," FIIB Business Review, , vol. 7(4), pages 293-303, December.
    9. Brown, James R. & Dant, Rajiv P., 2009. "The Theoretical Domains of Retailing Research: A Retrospective," Journal of Retailing, Elsevier, vol. 85(2), pages 113-128.
    10. Jack Coffin & Christian Eichert & Shona Bettany & Andrew Lindridge & Gillian Oakenfull & Jacob Östberg & Lisa Peñaloza & Diego Rinallo & David Rowe & Jannsen Santana & Luca M. Visconti & Luciana Walth, 2022. "Crossing wires : Short-circuiting marketing theory," Post-Print hal-04325542, HAL.
    11. Glavas, Charmaine & Letheren, Kate & Russell-Bennett, Rebekah & McAndrew, Ryan & Bedggood, Rowan E., 2020. "Exploring the resources associated with consumer vulnerability: Designing nuanced retail hardship programs," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    12. Namrata Sandhu, 2017. "Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda," Business Perspectives and Research, , vol. 5(2), pages 151-166, July.

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