Popular Culture Review Vol. 5, No. 1, February 1994 | Page 138

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Popular Culture Review

products on QVC. Interpersonal attraction is established and a buying
relationship is built upon this foundation.
Another strategy is the use of personal stories which either
relate directly to the caller and/or the product for sale. These
personal narratives enhance relational bonds by fostering a sense of
contmon ground and similarity, increasing cohesiveness and
credibility (Deal & Kennedy, 1982; Wood, 1982; Mohan, 1992; Pohl &
Hartman, 1992). The following are a few stories which are generated
on QVC by the hosts.
Let me tell you a little story. My wife loves to
rearrange furniture. It's like a hobby for her. Just
recently we redid our bedroom and we did a little
decorating. She moved the bed from one wall to the
other and for 3 nights in a row 1 walked smack into
the wall because I'd forgotten she'd moved the bed.
With this lamp, the light is soft enough to be used as
an accent___ (Dan Hughes, 1992)
1 remember when we were first married and we had
my in-laws over for dinner. 1 was hoping we would
have had something a little nicer. This dinnerware
. . . . (Dan Hughes, 1992)
Product Quality at Bargain Prices
The second persuasive strategy used is product credibility. This
strategy is defined as an influence strategy where the salesperson
gives the buyer information related to the product itself (usefulness
and quality of the product, and information pertinent to the purchase
decision). The hosts offer explanations of the history of the product,
materials used in making the product, uses of the product, quality of
the product, and cost of the product (Pohl & Hartman, 1992). For
example, a middle-aged woman from Louisville, Kentucky, ordered a
14 karat diamond ring with a 1 karat diamond for $620.00. The QVC
retail appraisal was $1,000.00. The woman received the ring and
took it to a jeweler in Louisville to be appraised. The jeweler said the
ring should be appraised for $1200.00, at least. The woman was
ecstatic with the her buy and the quality of the ring. Callers from all
over the country give on-air testimonies concerning the quality and
value of products purchased.