Effects of choice and sales message on customer-salesman interaction

Abstract

A GROUP OF 87 FEMALE SS WAS PRESENTED ALTERNATIVE SALES MESSAGES FOR A ROLL-UP YARDSTICK. 1 PRESENTATION STRESSED PRODUCT ATTRIBUTES AND THE OTHER, A COMPLIMENTARY PERSONAL DISCUSSION OF HOW THE PRODUCT IS CONSISTENT WITH S'S ROLE IN LIFE. EACH S PROVIDED SCALED EVALUATIONS OF THE PRODUCT AND THE SALESMAN AFTER MAKING HER CHOICE BETWEEN THE PRODUCT AND A SUM OF MONEY. SIGNIFICANT AND POSITIVE DIFFERENTIAL EVALUATION OF BOTH PRODUCT AND SALESMAN WERE FOUND FOR SS WHO CHOSE THE PRODUCT RATHER THAN MONEY AND THOSE WHO RECEIVED THE PRESENTATION STRESSING PRODUCT ATTRIBUTES. EVALUATION-RESPONSE AND EVALUATION-PRESENTATION INTERACTIONS WERE ALSO SIGNIFICANT, ALTHOUGH SALES RATES WERE APPROXIMATELY EQUAL FOR THE 2 SALES MESSAGES. (PsycInfo Database Record (c) 2025 APA, all rights reserved)