Third-person perception and purchase behavior in response to various selling methods

Two studies investigated whether various tactics of personal selling that generate different levels of resistance also produce different degrees of third‐person perceptions. Furthermore, the studies compared third‐person perceptions to the actual influence on behavior. Study 1 showed that more direc...

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Bibliographic Details
Published in:Psychology & marketing 2009-12, Vol.26 (12), p.1091-1107
Main Authors: Tal-Or, Nurit, Shilo, Shiri, Meister, Talia
Format: Article
Language:English
Subjects:
Comparative analysis
Consumer behavior
Perceptions
Personal selling
Studies
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Summary:Two studies investigated whether various tactics of personal selling that generate different levels of resistance also produce different degrees of third‐person perceptions. Furthermore, the studies compared third‐person perceptions to the actual influence on behavior. Study 1 showed that more direct and blatant selling methods produce more TPP. Study 2 showed that people tend to underestimate the influence of the more direct method, especially with regard to themselves. The study concludes by identifying the ideal selling method as one in which the customers are asked about their willingness to listen to the sales campaign before they are told about it. This method increases sales and creates satisfied customers. © 2009 Wiley Periodicals, Inc.
ISSN:0742-6046
1520-6793
DOI:10.1002/mar.20314