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- Title
The Effect of Salesman Similarity and Expertise on Consumer Purchasing Behavior.
- Authors
Woodside, Arch G.; Davenport Jr., J. William
- Abstract
The article discusses research pertaining to the effect of salesman similarity and expertise on the purchasing behavior of consumers. The study compares the selling efficacy of a paint salesman perceived as similar but inexperienced against the same salesman perceived as dissimilar but experienced. In the similar-inexperienced condition, the salesman emphasized that the magnitude of his own consumption of paint was the same as the amount being purchased by the customer. The dissimilar-experienced salesman reported his own magnitude of consumption to be 20 times that of the customer's prospective purchase. The results indicated that similarity was more important than experience in the attempts to persuade customers to buy higher as well as lower-priced paints than originally intended.
- Subjects
CONSUMER behavior; SALES personnel; CONSUMER preferences; SELLING &; psychology; CONSUMER attitude research; PURCHASING; CONSUMPTION (Economics) &; psychology; SENSORY perception; SIMILARITY (Psychology); PERSUASION (Psychology); PSYCHOLOGY
- Publication
Journal of Marketing Research (JMR), 1974, Vol 11, Issue 2, p198
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3150562