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The Effects of Sales Message and Suspicion of Ulterior Motives on Salesperson Evaluation

DeCarlo, Thomas E.·2005·Journal of Consumer Psychology

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Abstract

This research investigates the extent to which a salesperson's presentation and consumer suspicion of ulterior motive affect salesperson evaluations and purchase intentions. Study 1 indicates that a salesperson's presentation plays an essential role in confirming or discontinuing consumer suspicion and that this process has important implications in the formation of salesperson attitudes. Evidence from Study 2 demonstrates that these interaction effects are mediated by persuasion‐motive attributions. The findings also support a direct link between attitude toward the salesperson and purchase intentions. Collectively, these results extend the persuasion literature by demonstrating that suspicion of motive is a dynamic state in which consumers entertain rival hypotheses about the salesperson (e.g., is the salesperson truly motivated to help me, or motivated to make his or her commission?) and that, depending on the degree of suspicion, the same salesperson's tactics will be processed very differently by consumers.

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Authors: DeCarlo, T. E.
Affiliations: Iowa State University (US)
Corresponding author: DeCarlo, Thomas E.
Venue: Journal of Consumer Psychology
Publisher: Wiley
Published: 2005-01
Volume: 15
Issue: 3
Pages: 238-249
ISSN: 1057-7408 (ISSN-L)
1532-7663
DOI: 10.1207/s15327663jcp1503_9
OpenAlex: W2009455210
Cited by: 199
References: 47
Citations by year: 2026: 12 · 2025: 12 · 2024: 20 · 2023: 16 · 2022: 13 · 2021: 11 · 2020: 12 · 2019: 13 · 2018: 12 · 2017: 6 · 2016: 6 · 2015: 12 · 2014: 4 · 2013: 8 · 2012: 9
FWCI: 8.67
Type: journal article
Language: en
Open access: closed
Licence: onlinelibrary.wiley.com/termsAndConditions#vor (vor, 1119 d)
Locations: Journal of Consumer Psychology (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Social Sciences › Psychology › Social Psychology › Psychology of Social Influence
Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Employee Performance and Motivation
Keywords: salesperson performance evaluation, purchase intention

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The Effects of Sales Message and Suspicion of Ulterior Motives on Salesperson Evaluation

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