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Consumers' perceptions: an analytical study of influence of consumer emotions and response

Consumers' perceptions: an analytical study of influence of consumer emotions and response Purpose – Companies are increasingly attempting to offer customers an experience of availability range, affordable cost, shopping convenience, and ambience. The purpose of this paper is to determine the impact of salesperson behavior on motivation, cognition, emotions, and responses of the consumers and to identify different responses to sales interaction according to their different perceptions. The purpose of this paper is to address the role of salesperson behavior and motivation mind‐set during the interactive sales encounter experience and whether they affect a consumer cognitions, emotions, and outcome behaviors. Design/methodology/approach – Based on a literature review, a conceptual model is developed for this paper. Findings – This paper has significant implications in terms of not only understanding the mechanisms that underlie selling effectiveness but also the role of consumer psychographics, sales encounter experience, and salespersons behavior influencing purchase decision making. Originality/value – From a managerial perspective, the paper contributes from a prescriptive stand point in terms of enabling sales people to select effective selling behaviors based on more than overt demographic characteristics. Theoretical contributions include examining the relationship among motivation, emotion, and cognition in an interpersonal sales interaction experience. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Direct Marketing: An International Journal Emerald Publishing

Consumers' perceptions: an analytical study of influence of consumer emotions and response

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-5933
DOI
10.1108/17505930910985134
Publisher site
See Article on Publisher Site

Abstract

Purpose – Companies are increasingly attempting to offer customers an experience of availability range, affordable cost, shopping convenience, and ambience. The purpose of this paper is to determine the impact of salesperson behavior on motivation, cognition, emotions, and responses of the consumers and to identify different responses to sales interaction according to their different perceptions. The purpose of this paper is to address the role of salesperson behavior and motivation mind‐set during the interactive sales encounter experience and whether they affect a consumer cognitions, emotions, and outcome behaviors. Design/methodology/approach – Based on a literature review, a conceptual model is developed for this paper. Findings – This paper has significant implications in terms of not only understanding the mechanisms that underlie selling effectiveness but also the role of consumer psychographics, sales encounter experience, and salespersons behavior influencing purchase decision making. Originality/value – From a managerial perspective, the paper contributes from a prescriptive stand point in terms of enabling sales people to select effective selling behaviors based on more than overt demographic characteristics. Theoretical contributions include examining the relationship among motivation, emotion, and cognition in an interpersonal sales interaction experience.

Journal

Direct Marketing: An International Journal – Emerald Publishing

Published: Aug 21, 2009

Keywords: Consumer behaviour; Perception; Motivation (psychology); Customer satisfaction; Sales force; India

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