Cues To Consumer Susceptibility To Salesperson Influence: Implications For Adaptive Retail Selling

Goff, Brent G.; Bellenger, Danny N.; Stojack, Carrie
March 1994
Journal of Personal Selling & Sales Management;Spring94, Vol. 14 Issue 2, p25
Academic Journal
Consumer susceptibility to salesperson influence (CSSI) is developed as a multidimensional construct and segmentation base for adaptive retail selling strategies. Differences in informational, recommendational and relational CSSJ by gender, age, and purchase pal utilization are investigated in a stratified national random sample of new vehicle purchasers. Specific retail and salesperson strategies are discussed.


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