Use of persuasion knowledge by the millennial generation

Purpose This paper seeks to empirically test the use of persuasion knowledge among the millennial generation. Design/methodology/approach College aged students were randomly assigned into two groups and given scenarios where one was designed for persuasion knowledge to be more likely utilized by consumers, and a second where is was less likely to use it. The respondents were exposed to a scripted sales scenario and their perceptions of the salesperson were measured. It was hypothesized that millennial consumers using persuasion knowledge were more likely to develop negative affective and cognitive attitudes toward the salesperson, and were less likely to develop purchase intentions than those not using persuasion knowledge. Factor analysis was used to confirm that three dimensions existed, and a follow‐up MANOVA/t‐test was used to measure the differences between the two treatment groups. Findings All three hypotheses were supported. Millennial consumers that feel compelled to cope with the salesperson's tactics were significantly more likely to develop negative perceptions of the salesperson, and were less likely to buy than other consumers. Research limitations/implications This study was limited in scope, as it was designed to be a basic sales interaction with a retail salesperson. Future research is needed to identify millennial's use of persuasion knowledge in a variety of sales environments, and for different types of products. Originality/value This was the first study to provide empirical evidence supporting the use of persuasion knowledge by younger consumers.