Attention Vulnerable Shoppers: Measuring Consumer Attitudes Toward Salespeople

Jeffrey Larson, Brigham Young University, USA
Sterling Bone, Brigham Young University, USA
Despite the prevalence of consumer interaction with salespeople, little is known about the attitudes and responses of consumers toward salespeople. Drawing upon a review of the salesperson literature the authors argue that a multi-dimensional scale to measure the Salesperson Orientation of Consumers (i.e., SOC scale) is critical to the understanding of consumer heterogeneity in attitudes toward salespeople as marketing agents. In total, four studies were run to develop and validate the four dimensions (Information Seeking, Self Presentation, Avoidance, Convinceability) of the SOC scale, each lending new insights into consumer attitudes and behaviors in sales-aided marketplaces.
[ to cite ]:
Jeffrey Larson and Sterling Bone (2009) ,"Attention Vulnerable Shoppers: Measuring Consumer Attitudes Toward Salespeople", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 785-786.