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

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

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

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

Queensland University of Technology
La Trobe University

Research output: Chapter in Book/Published conference output › Conference publication

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.

Original language	English
Title of host publication	Flexible marketing in an unpredictable world
Subtitle of host publication	proceedings of the 36th EMAC conference held 22-25 May 2007, Reykjavik, Iceland
Number of pages	10
Publication status	Published - 2007
Event	36th European Marketing Academy conference - Reykjavik, Iceland Duration: 22 May 2007 → 25 May 2007

Conference

Conference	36th European Marketing Academy conference
Country/Territory	Iceland
City	Reykjavik
Period	22/05/07 → 25/05/07

Cite this

@inproceedings{2cb73fa270a14ae3a04bff3d53ae8044,

title = "The effect of salesperson stereotype activation on consumer emotional profiles and cognition",

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. ",

author = "Lee, \{Nick J.\} and Beaston, \{Amanda T.\} and Durden, \{Geoffrey R.\} and Paul Taylor",

year = "2007",

language = "English",

isbn = "9979-94835-3",

booktitle = "Flexible marketing in an unpredictable world",

note = "36th European Marketing Academy conference ; Conference date: 22-05-2007 Through 25-05-2007",

}

The effect of salesperson stereotype activation on consumer emotional profiles and cognition. / Lee, Nick J.; Beaston, Amanda T.; Durden, Geoffrey R. et al.
Flexible marketing in an unpredictable world: proceedings of the 36th EMAC conference held 22-25 May 2007, Reykjavik, Iceland. 2007.

Research output: Chapter in Book/Published conference output › Conference publication

TY - GEN

T1 - The effect of salesperson stereotype activation on consumer emotional profiles and cognition

AU - Lee, Nick J.

AU - Beaston, Amanda T.

AU - Durden, Geoffrey R.

AU - Taylor, Paul

PY - 2007

Y1 - 2007

N2 - 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.

AB - 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.

M3 - Conference publication

SN - 9979-94835-3

SN - 978-9979-94835-3

BT - Flexible marketing in an unpredictable world

T2 - 36th European Marketing Academy conference

Y2 - 22 May 2007 through 25 May 2007

ER -

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

Abstract

Conference

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Cite this