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

Brent G. GoffBrent G. Goff. (Ph.D., University of Arkansas) is an Assistant Professor of Marketing at Auburn University. His research has been published in the Journal of Macromarketing, Psychology & Marketing, Journal of Consumer Affairs, Journal of Social Behavior and Personality, Perceptual and Motor Skills and Journal of Retail Banking among others as well as in the proceedings of national conferences. Dr. Goff s current research interests are related to purchase processes and satisfaction formation processes for financial, religious, medical, educational and automotive services. He has several years of personal selling experience in real estate and insurance.

Danny N. BellengerDanny N. Bellenger. (Ph. D., University of Alabama) is Professor and Chair of the Marketing Department at Georgia State University. His work has been published in numerous journals including the Journal of Marketing, the Journal of Marketing Research, the Journal of Advertising Research, the Journal of Retailing, and the Journal of Personal Selling and Sales Management. Dr. Bellenger's current research interests are related to sales management.

Carrie StojackCarrie Stojack (M.A., California State University,Long Beach) is a consumer research specialist with Diagnostic Research. Her work has been published in the proceedings of a national conference and she has eight years of consumer research experience in the auto industry.

Abstract

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

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