Using Trust-Transference As A Persuasion Technique: An Empirical Field Investigation

Abstract

This study sought to empirically test the effects of using trust-transference as a persuasion technique. The independent variable was the use (or non-use) of a proof-source in the sales presentation. There were three independent variables: (1) closing ratio, (2) average order size, and (3) total sales volume. A significant improvement was obtained in the closing ratio and total sales volume by the experimental group which incorporated the trust-transference persuasion technique.