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Can a positive mood counterbalance weak arguments in personal sales conversations?

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  • Bambauer-Sachse, Silke
  • Gierl, Heribert

Abstract

In a personal sales conversation between a customer and a salesperson, the salesperson usually presents arguments for purchase alternatives to the customer. In addition to the quality of the presented arguments, the customer's mood is also expected to have effects on the customers’ product evaluation. In order to analyze mood and argument strength effects, we develop a theoretical model and conduct an empirical study based on a 2×2 experimental design. The results of the study show that the customers’ mood has both a direct and an indirect effect through the customers’ perception of the strength of the arguments provided by the salesperson on product evaluation.

Suggested Citation

  • Bambauer-Sachse, Silke & Gierl, Heribert, 2009. "Can a positive mood counterbalance weak arguments in personal sales conversations?," Journal of Retailing and Consumer Services, Elsevier, vol. 16(3), pages 190-196.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:3:p:190-196
    DOI: 10.1016/j.jretconser.2008.11.013
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    References listed on IDEAS

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    1. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
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    3. Greenwald, Anthony G & Leavitt, Clark, 1984. "Audience Involvement in Advertising: Four Levels," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 581-592, June.
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    Cited by:

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    2. Gilliam, David A. & Zablah, Alex R., 2013. "Storytelling during retail sales encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 488-494.
    3. Jain, Varsha & Merchant, Altaf & Roy, Subhadip & Ford, John B., 2019. "Developing an emic scale to measure ad-evoked nostalgia in a collectivist emerging market, India," Journal of Business Research, Elsevier, vol. 99(C), pages 140-156.

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