search query: @journal_id 1336 / total: 189
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| Author: | Swinyard, W. |
| Title: | The impact of shopper mood and retail salesperson credibility on shopper attitudes and behaviour |
| Journal: | International Review of Retail, Distribution and Consumer Research
1995 : OCT, VOL. 5:4, p. 488-504 |
| Index terms: | DISTRIBUTION RETAILING SALESMEN |
| Language: | eng |
| Abstract: | This paper examines the effect of shopper mood and salesperson credibility in a retailing context. It predicts that shoppers in good moods will respond positively to a high-credibility salesperson but not a low-credibility one. Using a three-way full-factorial experimental design, this notion is supported. Credible salespeople are found to have a positive effect on shoppers in good moods, but not bad moods, with respect to salesperson evaluations, to purchase intentions and to intentions to seek out the salesperson in subsequent shopping. |
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