Consumer Perception of Salesperson Influence Strategies: an Examination of the Influence of Consumer Goals

Lynnea Mallalieu, UNC-Wilmington
EXTENDED ABSTRACT - The present research proposes that consumers’ consumption-related goals that are associated with their stage in the decision making process interact with the influence strategies used by salespeople resulting in differences in how specific influence strategies are perceived. The idea that consumers have goals upon entering a sales encounter assumes that consumers are not passive bystanders during sales encounters but that they are active motivated participants. The present research adopts this motivational perspective of consumers and proposes that the goals consumers have for entering sales encounters affect their perception of various influence strategies commonly used by salespeople.
[ to cite ]:
Lynnea Mallalieu (2005) ,"Consumer Perception of Salesperson Influence Strategies: an Examination of the Influence of Consumer Goals", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 522-523.