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The risky side of inspirational appeals in personal selling : when do customers infer ulterior salesperson motives?
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Alavi, Sascha, Habel, Johannes, Schmitz, Christian, Richter, Bianca and Wieseke, Jan (2018) The risky side of inspirational appeals in personal selling : when do customers infer ulterior salesperson motives? Journal of Personal Selling & Sales Management, 38 (3). pp. 323-343. doi:10.1080/08853134.2018.1447385 ISSN 0885-3134.
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Official URL: http://dx.doi.org/10.1080/08853134.2018.1447385
Abstract
In personal selling, the inspirational appeal (IA) is a widely promoted tactic that aims at stimulating customers' values and ideals, thereby evoking emotions and arousing their enthusiasm for a product. However, whether IAs in fact improve or undermine salespeople's success in sales talks remains controversial. Therefore, this study examines consequences and key contingencies of IAs in customer–salesperson interactions in a retailing context, using multisource data from several retailing industries for three quantitative studies, comprising a total sample of 590 customer and 174 salesperson responses. Drawing on the Multiple Inferences Model (MIM), the authors show that an IA is likely to drive the customer's inference that the salesperson holds ulterior motives. IAs seem to be particularly detrimental for salespeople with a lack of customer orientation. Beyond expanding research on influence tactics and the ambivalent role of IAs in retailing interactions, these findings can guide practitioners about when to refrain from using an IA.
Item Type: | Journal Article | ||||||||
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Subjects: | H Social Sciences > HF Commerce | ||||||||
Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Library of Congress Subject Headings (LCSH): | Sales personnel, Consumers -- Attitudes | ||||||||
Journal or Publication Title: | Journal of Personal Selling & Sales Management | ||||||||
Publisher: | Routledge | ||||||||
ISSN: | 0885-3134 | ||||||||
Official Date: | 2018 | ||||||||
Dates: |
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Volume: | 38 | ||||||||
Number: | 3 | ||||||||
Page Range: | pp. 323-343 | ||||||||
DOI: | 10.1080/08853134.2018.1447385 | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||||
Date of first compliant deposit: | 20 March 2019 | ||||||||
Date of first compliant Open Access: | 18 October 2019 |
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