The Influence of Consumer Suspicion, Mood and the Salesperson’s Presentation on Purchase Intentions



  • A critical issue facing salespeople is how to manage consumer perceptions that ultimately impact the persuasive impact of sales presentations. From a sales productivity perspective, achieving a favorable consumer perception represents an inherent aspect of sales success and, ultimately, gaining a competitive advantage that enhances the possibility for long-term relationship development (e.g., Dwyer, Schurr & Oh, 1987). Previous work (Campbell & Kirmani, 2000; DeCarlo, 2005; Friestad & Wright, 1994; Kirmani & Campbell, 2004), however, suggests that consumer suspicion of a salesperson’s motives could adversely influence salesperson relationship-building efforts by negatively affecting salesperson evaluations. However, a recent study by DeCarlo (2005) demonstrates that the negative impact of consumer suspicion on salesperson perceptions may be contingent on the sales presentation. In particular, evidence provided by DeCarlo (2005) indicates that salesperson actions (namely, the strength of their sales presentation) can moderate the negative effects of suspicion on consumer perceptions of a salesperson.
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