Title: Similar advisers are more persuasive when advice-takers rely on their feelings
Authors: Faraji-Rad, Ali
Samuelsen, Bendik M.
Warlop, Luk
Issue Date: Sep-2012
Publisher: KU Leuven - Faculty of Economics and Business
Series Title: FEB Research Report MO_1202 vol:MO_1202
Abstract: We propose that an advice-taker’s perceived similarity with an adviser creates a momentary subjective “feels right” experience towards the advice. The advice-taker incorporates this feeling, as information, into a judgment about topics of advice. Thus, persuasiveness of the advice is increased. Across six studies, we show that reliance on feelings moderates the effect of perceived similarity on advice persuasiveness. A similar adviser is more persuasive when advice-takers are instructed to use their feelings (vs. logic), when they have experiential (vs. functional) motives, when they are making a decision for near future (vs. distant future), when they see the topic of the advice as being more (vs. less) within reach, and when their cognitive resources are limited (vs. not limited). Moreover, we show that participants’ self-reported “feels right” experience while receiving the advice mediates this moderation.
Publication status: published
KU Leuven publication type: IR
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven

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