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

Nick J. Lee, Amanda T. Beaston, Geoffrey R. Durden, Paul Taylor

Research output: Chapter in Book/Published conference outputConference publication


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.
Original languageEnglish
Title of host publicationFlexible marketing in an unpredictable world
Subtitle of host publicationproceedings of the 36th EMAC conference held 22-25 May 2007, Reykjavik, Iceland
Number of pages10
Publication statusPublished - 2007
Event36th European Marketing Academy conference - Reykjavik, Iceland
Duration: 22 May 200725 May 2007


Conference36th European Marketing Academy conference


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