The Influence of Consumer Motivation on Salesperson Appraisal: an Examination of Consumers' Cognitive and Emotional Responses to Salesperson Behavior - Lynnea Mallalieu - Books - LAP LAMBERT Academic Publishing - 9783843365031 - November 14, 2010
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Lynnea Mallalieu
The Influence of Consumer Motivation on Salesperson Appraisal: an Examination of Consumers' Cognitive and Emotional Responses to Salesperson Behavior

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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.

Media Books     Paperback Book   (Book with soft cover and glued back)
Released November 14, 2010
ISBN13 9783843365031
Publishers LAP LAMBERT Academic Publishing
Pages 104
Dimensions 150 × 6 × 226 mm   ·   173 g
Language German  

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