Tactical deception in covert selling: A persuasion knowledge perspective

Abstract

In two studies, we examine consumers' perceptions of covert personal selling in relation to their product evaluation and salespersons' self-disclosure of the selling motive. Study 1 suggests that positive product evaluation can moderate the perceived deceptiveness of an overt selling attempt, but not that of its covert counterpart. Study 2 provides further evidence of consumer resistance against covert selling, even when the salespersons disclose their identities prior to consumers' purchase decisions. This research sheds further light on the compelling negative ramifications of tactical deception in covert marketing communications.

Keywords::

• covert marketing
• persuasion knowledge
• deception
• disclosure

Acknowledgements

The authors sincerely thank the deputy editor and the anonymous reviewers for their comments and suggestions. The authors also thank Mallory Roman for proofreading an earlier draft of this paper.

Additional information

Notes on contributors

Guang-Xin Xie

Guang-Xin Xie (PhD, University of Oregon) is an Assistant Professor of Marketing at the College of Management, the University of Massachusetts Boston. Dr Xie's current research focuses on consumer persuasion knowledge and marketplace deception.

David M. Boush

David M. Boush (PhD, University of Minnesota) is a Gerald B. Bashaw Professor of Business and the Associate Dean for Administration at the Lundquist College of Business, the University of Oregon. Dr Boush's research interests centre on the relationship between consumer behaviour and marketing management decisions. His recent studies have focused particularly on the way consumers respond to advertising and on the way consumers use brand image in the process of choosing products.Raymond R. Liu (PhD, University of Oregon) is an Associate Professor of Marketing at the College of Management, the University of Massachusetts Boston. Dr. Liu's research interests include customer value, complaint behaviour and relationship management, marketing and financial performance, country image and branding, and cross-cultural consumer behaviour.