The Favor Request Effect: Requesting a Favor from Consumers to Seal the Deal

48 Pages Posted: 6 Dec 2015 Last revised: 25 Dec 2015

See all articles by Simon J. Blanchard

Simon J. Blanchard

Georgetown University - Robert Emmett McDonough School of Business

Kurt A. Carlson

Mason School of Business, William and Mary; Georgetown University - Department of Marketing

Jamie Hyodo

Pennsylvania State University - Department of Marketing

Date Written: December 4, 2015

Abstract

In situations in which consumers and sellers negotiate on price, the seller’s goal is to complete the sale at a profitable price. We demonstrate that sellers that pair a discounted offer with a favor request can increase the probability that a consumer will accept the deal, an effect we refer to as the “favor request effect.” We show the favor request effect across multiple shopping contexts and multiple types of favor requests (experiment 1) and in negotiations involving real financial consequences (experiment 2). We then show that the favor request effect operates by increasing consumers’ perceptions that the interaction with the seller is reciprocal, which in turn increases their confidence that they have obtained the lowest price (experiments 3 and 4). Finally, we explore the moderating role of the magnitude of the discount offered on effectiveness of the favor request (experiment 5).

Keywords: persuasion, negotiation, personal selling, reciprocity, pricing

JEL Classification: M00, M3, M30, M37

Suggested Citation

Blanchard, Simon J. and Carlson, Kurt A. and Hyodo, Jamie, The Favor Request Effect: Requesting a Favor from Consumers to Seal the Deal (December 4, 2015). Georgetown McDonough School of Business Research Paper No. 2699201, Available at SSRN: https://ssrn.com/abstract=2699201 or http://dx.doi.org/10.2139/ssrn.2699201

Simon J. Blanchard (Contact Author)

Georgetown University - Robert Emmett McDonough School of Business ( email )

3700 O Street, NW
Washington, DC 20057
United States

Kurt A. Carlson

Mason School of Business, William and Mary ( email )

P.O. Box 8795
Williamsburg, VA 23187-8795
United States

Georgetown University - Department of Marketing ( email )

Washington, DC 20057
United States

Jamie Hyodo

Pennsylvania State University - Department of Marketing ( email )

University Park, PA 16802-3306
United States

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
144
Abstract Views
2,644
rank
250,125
PlumX Metrics