The Effect of Influence Type and Performance Outcomes on Attitude toward the Influencer

Abstract

The authors demonstrate that a target's attitude toward an influencer is affected by both (1) the influence type used by the influencer to achieve the target's compliance and (2) the performance outcomes that result from the behavior adopted by the target in compliance with that influence. Before performance outcomes are known, the target's satisfaction and trust are strongly affected by the type of influence exercised; more dominating influence types result in less positive attitude. When outcomes of compliance become evident, however, favorable outcomes appear to ameliorate negative attitudes, whereas unfavorable outcomes seem to undermine positive attitudes. These findings indicate the significance of performance outcomes for understanding the ramifications of successful influence.