Revising Negative Initial Judgments of Salespeople: the Role of Implicit Theories in Overcoming the Perils of Active Listening

Subbu Sivaramakrishnan, University of Manitoba, Canada
Harish Sujan, Tulane University, USA
Mita Sujan, Tulane University, USA
In this research, we examine the role of implicit theories on consumers’ ability to revise their initial judgment of a salesperson while interacting with him/her. In study 1, we establish that judgment revision can be impaired by cognitive busyness caused by thinking of questions. In study 2, we show that consumers who have a malleable initial judgment of the salesperson (incremental theory of personality) overcome cognitive busyness to revise their judgment. In study 3, we show that information signals enable judgment revision even among those cognitively busy consumers whose initial judgments may be relatively rigid (entity theory of personality).
[ to cite ]:
Subbu Sivaramakrishnan, Harish Sujan, and Mita Sujan (2007) ,"Revising Negative Initial Judgments of Salespeople: the Role of Implicit Theories in Overcoming the Perils of Active Listening", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 276-280.