The Influence of Consumer Motivation on Salesperson Appraisal

The mind-set of consumers affects cognitive appraisals and emotional responses to salesperson behavior. A congruency mechanism operates during a sales encounter between the consumer and the salesperson. When congruency between mind-set and selling behavior is present, positive cognitive and emotional responses are triggered. When incongruency is present, negative cognitions and emotional responses are triggered. Understanding the congruency mechanism leads to more effective use of selling behaviors.

Autorentext

Professor Mallalieu is recognized for her research and teaching in the area of professional selling. She received her PhD in Marketing from Virginia Polytechnic Institute and State University. She is currently Associate Professor of Marketing at the University of North Carolina Wilmington.