search query: @author Kara, A. / total: 7
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| Author: | DeShields, O. Kara, A. Kaynak, E. |
| Title: | Source effects in purchase decisions: the impact of physical attractiveness and accent of salesperson |
| Journal: | International Journal of Research in Marketing
1996 : FEB, VOL.13:1, p. 89-101 |
| Index terms: | MARKETING RESEARCH SALESMEN |
| Language: | eng |
| Abstract: | A study was conducted to examine the impact of salesperson physical attractiveness and accent on receiver purchase intentions. Twenty-four broadcast commercials were produced by manipulating attractiveness and accent factors. Participating i the study were 963 subjects who evaluated the product/service being advertised. Consistent with the agreement that if receivers behave according to the physical attractiveness stereotype, they should perceive attractive salespersons more favourably and respond to their sales pitches more readily than they do to anattractive salespersons, purchase intentions were more favourably influenced by attractive salespersons' message. |
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