TY - JOUR
T1 - Does the salesperson like customers? A conceptual and empirical examination of the persuasive effect of perceptions of the salesperson's affect toward customers
AU - Sharma, Arun
PY - 1999/3
Y1 - 1999/3
N2 - 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.
AB - 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.
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U2 - 10.1002/(SICI)1520-6793(199903)16:2<141::AID-MAR5>3.0.CO;2-8
DO - 10.1002/(SICI)1520-6793(199903)16:2<141::AID-MAR5>3.0.CO;2-8
M3 - Article
AN - SCOPUS:0033477912
VL - 16
SP - 141
EP - 162
JO - Psychology and Marketing
JF - Psychology and Marketing
SN - 0742-6046
IS - 2
ER -