Salesperson stereotypes, consumer emotions, and their impact on information processing
Barry J. Babin, James S. Boles, William R. Darden
Journal of the Academy of Marketing Science · 1995 · Volume 23 · Issue 2
Abstract
This study examines salesperson stereotypes and their effect on the selling environment. After reviewing relevant literature, the authors advance a hierarchical structure of salesperson stereotype categories. Experimental results suggest that stereotypes influence consumer emotions, and these emotions then mediate the relationship between stereotype activation and subsequent consumer cognitions.
Keywords
Consumer Research, Personal Selling, Stereotype Activation, Social Stereotype, Market Science Spring
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