The 30-Second-Sale : snap impressions of a retail sales person influence consumers decision making

Hari, Jürg; Stros, Michael; Marriott, John

doi:10.1007/978-3-531-91204-2_4

Publication type:	Book part
Type of review:	Editorial review
Title:	The 30-Second-Sale : snap impressions of a retail sales person influence consumers decision making
Authors:	Hari, Jürg Stros, Michael Marriott, John
DOI:	10.1007/978-3-531-91204-2_4
Published in:	Anspruchsgruppenorientierte Kommunikation : neue Ansätze zu Kunden-, Mitarbeiter- und Unternehmenskommunikation
Editors of the parent work:	Siems, Florian U. Brandstätter, Manfred Gölzner, Herbert
Page(s):	53
Pages to:	66
Issue Date:	2008
Series:	Europäische Kulturen in der Wirtschaftskommunikation
Series volume:	12
Publisher / Ed. Institution:	VS Verlag für Sozialwissenschaften
Publisher / Ed. Institution:	Wiesbaden
ISBN:	978-3-531-16166-2 978-3-531-91204-2
Language:	English
Subjects:	Kommunikation; Stakeholder; Unternehmen; ZMM
Subject (DDC):	658.8: Marketing management
Abstract:	First impressions and judgements about other people may be formed very quickly and often unwittingly and may also be long-lasting. These judgments (in its content-filtered form called thin-slices) affect consumer decision making when interacting with a sales person. Thin-slice judgments are very accurate in predicting the outcome of human interactions. The present study uses this thin-slice methodology to examine the influence of different sales people and different gestures on the sales outcome. As outcome measures, the parameter “intention to buy” was used. Real sales people in their daily real-world sales setting and actual customers from the target group were used for this study. The experiment demonstrates that the rating of a sales situation is indicative of the intention to buy the product. The results show a positive correlation between the primary variables “interpersonal” and “task-oriented” and the secondary variable “intention to buy”. The interpersonal variable in particular, was a highly significant predictor of the outcome. In addition, the rating on the “anxious” parameter — also a strong interpersonal signal — correlated highly with the outcome. The more cognitive, taskoriented variable demonstrated a weaker relationship to the stated intention to buy and barely reached statistical significance. This confirms previous results that sales encounters are a strongly emotional event.
URI:	https://digitalcollection.zhaw.ch/handle/11475/12897
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Hari, J., Stros, M., & Marriott, J. (2008). The 30-Second-Sale : snap impressions of a retail sales person influence consumers decision making. In F. U. Siems, M. Brandstätter, & H. Gölzner (Eds.), Anspruchsgruppenorientierte Kommunikation : neue Ansätze zu Kunden-, Mitarbeiter- und Unternehmenskommunikation (pp. 53–66). VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-531-91204-2_4

Hari, J., Stros, M. and Marriott, J. (2008) ‘The 30-Second-Sale : snap impressions of a retail sales person influence consumers decision making’, in F.U. Siems, M. Brandstätter, and H. Gölzner (eds) Anspruchsgruppenorientierte Kommunikation : neue Ansätze zu Kunden-, Mitarbeiter- und Unternehmenskommunikation. Wiesbaden: VS Verlag für Sozialwissenschaften, pp. 53–66. Available at: https://doi.org/10.1007/978-3-531-91204-2_4.

J. Hari, M. Stros, and J. Marriott, “The 30-Second-Sale : snap impressions of a retail sales person influence consumers decision making,” in Anspruchsgruppenorientierte Kommunikation : neue Ansätze zu Kunden-, Mitarbeiter- und Unternehmenskommunikation, F. U. Siems, M. Brandstätter, and H. Gölzner, Eds. Wiesbaden: VS Verlag für Sozialwissenschaften, 2008, pp. 53–66. doi: 10.1007/978-3-531-91204-2_4.

HARI, Jürg, Michael STROS und John MARRIOTT, 2008. The 30-Second-Sale : snap impressions of a retail sales person influence consumers decision making. In: Florian U. SIEMS, Manfred BRANDSTÄTTER und Herbert GÖLZNER (Hrsg.), Anspruchsgruppenorientierte Kommunikation : neue Ansätze zu Kunden-, Mitarbeiter- und Unternehmenskommunikation. Wiesbaden: VS Verlag für Sozialwissenschaften. S. 53–66. ISBN 978-3-531-16166-2

Hari, Jürg, Michael Stros, and John Marriott. 2008. “The 30-Second-Sale : Snap Impressions of a Retail Sales Person Influence Consumers Decision Making.” In Anspruchsgruppenorientierte Kommunikation : Neue Ansätze Zu Kunden-, Mitarbeiter- Und Unternehmenskommunikation, edited by Florian U. Siems, Manfred Brandstätter, and Herbert Gölzner, 53–66. Wiesbaden: VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-531-91204-2_4.

Hari, Jürg, et al. “The 30-Second-Sale : Snap Impressions of a Retail Sales Person Influence Consumers Decision Making.” Anspruchsgruppenorientierte Kommunikation : Neue Ansätze Zu Kunden-, Mitarbeiter- Und Unternehmenskommunikation, edited by Florian U. Siems et al., VS Verlag für Sozialwissenschaften, 2008, pp. 53–66, https://doi.org/10.1007/978-3-531-91204-2_4.