Whittler (1994) highlighted the effect of priming in personal selling when he examined the use of subtle or unobtrusive primes in sales interactions. Stafford (1996) emphasized the implicit assumption of unobtrusive priming in Whittler's research and pointed out that in sales encounters some priming may not be unobtrusive and discussed the effect of obtrusive priming in sales interactions. This paper highlights research that suggests that the results of priming research in social psychology utilized by previous research may not be easily translatable to sales interactions. In addition, the alternate perspectives highlighted in this paper can be an impetus for future research in this area.
ASJC Scopus subject areas
- Human Factors and Ergonomics
- Management of Technology and Innovation