The Disclosure-Dislike Effect in the Marketplace

Self-disclosures, or the voluntary sharing of information about one’s vulnerabilities, are common among persuasion agents such as online influencers, entrepreneurs, and marketers. Whereas prior research finds that self-disclosures increase positive evaluations, we investigate the conditions under which self-disclosures may backfire. Drawing on persuasion knowledge theory, we show that self-disclosures by persuasion agents can elicit inferences of manipulative intent (IMI), leading to reduced liking, persuasiveness, purchase intentions, and crowdfunding interest – a pattern we term the Disclosure-Dislike Effect. Drawing on attribution theory, we further find that perceived controllability of the disclosed issue moderates this effect. When the disclosed issue is attributed to causes controllable by the persuasion agent (e.g., lifestyle choices), IMI is heightened, reducing liking and consumer support; conversely, when the issue is attributed to uncontrollable causes (e.g., genetic conditions), self-disclosures elicit sympathy, enhancing liking. This research introduces IMI as a novel mechanism through which self-disclosures can impair persuasion and identifies perceived controllability as a key moderator to disclosure effects. Substantively, this research speaks to the double-edged nature of self-disclosures, providing insights for persuasion agents navigating the line between authentic engagement and perceived manipulation.