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

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).


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.


Subbu Sivaramakrishnan, University of Manitoba, Canada
Harish Sujan, Tulane University, USA
Mita Sujan, Tulane University, USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More


Can Implicit Theory Influence Construal Level?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More


Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience

Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.