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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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What's in a Name? A Complimentary Means of Persuasion

Daniel J. Howard, Charles Gengler, Ambuj Jain
DOI: http://dx.doi.org/10.1086/209445 200-211 First published online: 1 September 1995

Abstract

Three experiments demonstrate that remembering someone's name facilitates their compliance with a purchase request made by the rememberer. Experiment 1 shows that name remembrance increases request compliance, but name forgetting does not cause a decrease in compliance. Experiments 2 and 3 show that name remembrance is perceived as a compliment by the person remembered, which mediates compliance with the purchase request. Experimental manipulations of the likelihood of name remembrance (experiment 2) and need for self-enhancement (experiment 3) provide results consistent with a complimentary explanation for the findings.

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