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The effect of salesperson stereotype activation on consumer emotional profiles and cognition

Lee, Nick, Beatson, Amanda, Taylor, Paul, & Durden, Geoff (2007) The effect of salesperson stereotype activation on consumer emotional profiles and cognition. In The 36th European Marketing Academy Conference, 22-25 May 2007, Reykjavik University, Reykjavik. (Unpublished)

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Abstract

This study examines stereotypes of salespeople and their impact on consumer emotional responses and information processing in the UK. After a brief theoretical review, the authors present an experiments research design utilizing empirically-developed salesperson profiles in three scenarios. The results indicate that, while stereotype activation appears to result in significantly difference motional profiles in consumers than non-stereotypical encounters, this appears to have little impact on consumer cognition in the UK environment. Some possible reasons for these results are advanced. Finally, managerial and theoretical implications are discussed, and directions for future research proffered.

Impact and interest:

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163 since deposited on 11 Jun 2009
15 in the past twelve months

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ID Code: 21108
Item Type: Conference Paper
Keywords: Psychology, Stereotypes, Sales, Empirical Test
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 [please consult the authors]
Deposited On: 11 Jun 2009 13:28
Last Modified: 29 Feb 2012 23:40

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