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| Author: | Sharma, A. |
| Title: | Does the salesperson like customers? A conceptual and empirical examination of the persuasive effect of perceptions of the salesperson's affect toward customers |
| Journal: | Psychology and Marketing
1999 : MAR, VOL. 16:2, p. 141-162 |
| Index terms: | MARKETING CONSUMERS PSYCHOLOGY |
| Language: | eng |
| Abstract: | The influence of salesperson's characteristics on their performance has been as area of extensive research interest. This article examines an unexplored but potentially important area -- the influence of customers' perceptions of a salesperson's affect toward customers on persuasion. The results of the research suggest that if customers perceive salespeople to have a positive affect toward their customers, message processing and persuasion are enhanced. |
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