TITLE

The Persuasive Effect of Salesperson Credibility: Conceptual and Empirical Examination

AUTHOR(S)
Sharma, Arun
PUB. DATE
September 1990
SOURCE
Journal of Personal Selling & Sales Management;Fall90, Vol. 10 Issue 4, p71
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses the unique personal selling process and points out that some of the results in social psychology research may not be applicable to the personal selling situation. In view of the potential for differences between social influence and a personal selling situation, the objective of this research is to examine the effects of salesperson credibility on persuasion in the fore- going context. To achieve this objective, the paper is organized in three major sections. First, social psychology and sales research which had examined the effects of source credibility is discussed. Second, the relevance of the reviewed research to the personal selling context is discussed. Based on the foregoing discussions, relationships between salesperson credibility and the buyer's product evaluation and buying intention are proposed. Third, the proposed relationships are tested in experimental settings. The discussion shows that salesperson credibility has a positive effect on product evaluation and buying intention when buyers have no prior knowledge of a brand or when buyers have low expectations of a brand. Salesperson credibility did not have an effect when customers had high expectation of a brand.
ACCESSION #
6654832

 

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