Can a positive mood counterbalance weak arguments in personal sales conversations?

Silke Bambauer-Sachse and Heribert Gierl

Journal of Retailing and Consumer Services, 2009, vol. 16, issue 3, 190-196

Abstract: In a personal sales conversation between a customer and a salesperson, the salesperson usually presents arguments for purchase alternatives to the customer. In addition to the quality of the presented arguments, the customer's mood is also expected to have effects on the customers’ product evaluation. In order to analyze mood and argument strength effects, we develop a theoretical model and conduct an empirical study based on a 2×2 experimental design. The results of the study show that the customers’ mood has both a direct and an indirect effect through the customers’ perception of the strength of the arguments provided by the salesperson on product evaluation.

Keywords: Mood; Argument strength; Sales conversation (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:16:y:2009:i:3:p:190-196

DOI: 10.1016/j.jretconser.2008.11.013

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