Conscious and Unconscious Processing of Priming Cues in Selling Encounters

Stafford, Thomas F.
March 1996
Journal of Personal Selling & Sales Management;Spring96, Vol. 16 Issue 2, p37
Academic Journal
WhittIer's (1994) recent discussion of the effects of category cue presentations in personal selling encounters introduced personal selling researchers to the concepts of category activation and social judgment heuristics, and provided a discussion of their potential effects in personal selling encounters. However, several related theoretical perspectives could be added to his perspective on the use of heuristics in selling encounters, particularly with regard to the processes and outcomes of priming. A discussion of these additional perspectives will provide for a more complete understanding of the full range of dynamics obtainable through the use of priming in the personal selling encounter. This comment on Whittier's work details these perspectives.


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