The influence of salespeople's characteristics on their performance has been an area of extensive research interest. This article examines an unexplored but potentially important area - the influence of customers' perceptions of a salesperson's affect toward customers on persuasion. The results of the research suggest that if customers perceive salespeople to have a positive affect toward their customers, message processing and persuasion are enhanced. In contrast, if customers perceive salespeople to have a negative affect toward customers, lower levels of persuasion and heuristic processing are observed. Managerial implications of the research are suggested and directions for future research proposed.
|Original language||English (US)|
|Number of pages||22|
|Journal||Psychology and Marketing|
|State||Published - Mar 1999|
ASJC Scopus subject areas
- Applied Psychology