Lan Jiang, Joandrea Hoegg, Darren W. Dahl, Amitava Chattopadhyay
This study examines the effects of incidental similarity shared between a salesperson and a potential customer. We show that an incidental similarity, such as a shared birthday or birthplace, can result in a more favorable attitude and a higher intention to purchase. We argue and find that the need for connectedness underlies its persuasive effects in an interpersonal context. In addition, we show that the valence of the salesperson's behavior and the possibility of an extended service relationship moderate the process. When the need for connectedness is mitigated, the positive effects of incidental similarity can be lost or even reversed. © 2009 by Journal of Consumer Research, Inc.
Sauder School of Business, University of British Columbia, Vancouver, BC V6T 1Z2, Canada; Department in Applied Marketing Research, Sauder School of Business, University of British Columbia, Vancouver, BC V6T 1Z2, Canada; Department of Marketing-Innovation and Creativity, INSEAD, Singapore, 138676, 1 Ayer Rajah Avenue, Singapore
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