The Persuasive Effect of Salesperson Credibility: Conceptual and Empirical Examination

Sharma, Arun
September 1990
Journal of Personal Selling & Sales Management;Fall90, Vol. 10 Issue 4, p71
Academic Journal
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.


Related Articles

  • EXCHANGE-SPECIFIC SELF-DISCLOSURE, SOCIAL SELF-DISCLOSURE, AND PERSONAL SELLING. Jacobs, Richard S.; Hyman, Michael R.; McQuitty, Shaun // Journal of Marketing Theory & Practice;Winter2001, Vol. 9 Issue 1, p48 

    Presents a study which discussed a model for exchange-specific and social self-disclosure in consumer-salesperson relations. Definition of self-disclosure; Factors that influence reciprocal self-disclosure; Alternative measures of exchange-specific and social self-disclosures.

  • Adaptive Selling--Insights from Social Cognition. Morgan, Fred W.; Stoltman, Jeffrey J. // Journal of Personal Selling & Sales Management;Fall90, Vol. 10 Issue 4, p43 

    The article discusses the social cognition capabilities and tendencies that are prepotent ingredients of personal selling. Various sources and associated problems of adaptive selling are reviewed. These problems are examined from an information acquisition perspective. Areas for empirical...

  • Comparing projective with self-rating measurement scales: An application to customer-orientation... Pilling, Bruce K.; Eroglu, Dogan // Psychological Reports;Apr94, Vol. 74 Issue 2, p427 

    Examines the measurement of sales behaviors and aptitudes using a projective technique as an alternative approach to traditional self-report measures. Comparison of results obtained with the projective approach with the Selling Orientation Customer Orientation scale scores; Benefits of the...

  • The 11 Biggest Sales Lies--Truth in Selling Starts When You Are Honest With Yourself. Schiffman, Stephan; Reisner, Michelle // American Salesman;Aug99, Vol. 44 Issue 8, p21 

    Enumerates the most common sales lies that people have seen salespeople use on themselves. How these lies can affect their success and sales goals; Attitude toward other people and their service; Outlook about lying; Attitude toward prospecting.

  • The Four Factors of Risk. Tracy, Brian // American Salesman;Sep2015, Vol. 60 Issue 9, p29 

    The article discusses the factors that contribute to the perception of risk in the mind and heart of the customer. These include the size of the sale where the risk is greater when the sale is larger and more money is involved, the number of people to be affected by the buying decision and the...

  • A Scale for Source Credibility, Validated in the Selling Context. Simpson, Edwin K.; Kahler, Ruel C. // Journal of Personal Selling & Sales Management;Fall/Winter80/81, Vol. 1 Issue 1, p17 

    This study contributes to four areas of research, in the development of a validated scale to measure the perception of source credibility in personal selling, in understanding the underlying dimensions of the perception of source credibility in the selling context, in the identification of the...

  • Effective Questioning Combats Centuries-Old Selling Problems. Long, Weldon // American Salesman;Sep2010, Vol. 55 Issue 9, p3 

    The author stresses the importance to sellers of skillfully asking questions as a way to close deals with their buyers. He points out the four series of steps that buyers use as strategies, such as withholding questions in order to trick the seller to their own advantage. The author also...

  • BUYER BEHAVIOR.  // Journal of Personal Selling & Sales Management;Spring89, Vol. 9 Issue 1, p59 

    The article presents information on some papers on buyer behavior. The paper "The Purchasing Agent: Friend or Foe to the Salesperson?," published in the Journal of the Academy of Marketing Science examines a sample of purchasing agents and inquired into the relationships between the aptitudes,...

  • Sales training must emphasize building relationships. Brown, W. Steven // American Salesman;Oct93, Vol. 38 Issue 10, p3 

    Discusses the need for sales training to focus on building relationships with customers instead of emphasizing presentation and closing skills. Marriage proposal analogy; Establishment of trust; Changes in the competitive climate; Need for salespeople to consider prospects' fear of change and...


Read the Article


Sign out of this library

Other Topics