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

Full metadata record

DC Field	Value	Language
dc.contributor.author	Hari, Jürg	-
dc.contributor.author	Stros, Michael	-
dc.contributor.author	Marriott, John	-
dc.date.accessioned	2018-11-16T09:39:50Z	-
dc.date.available	2018-11-16T09:39:50Z	-
dc.date.issued	2008	-
dc.identifier.isbn	978-3-531-16166-2	de_CH
dc.identifier.isbn	978-3-531-91204-2	de_CH
dc.identifier.uri	https://digitalcollection.zhaw.ch/handle/11475/12897	-
dc.description.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.	de_CH
dc.language.iso	en	de_CH
dc.publisher	VS Verlag für Sozialwissenschaften	de_CH
dc.relation.ispartof	Anspruchsgruppenorientierte Kommunikation : neue Ansätze zu Kunden-, Mitarbeiter- und Unternehmenskommunikation	de_CH
dc.relation.ispartofseries	Europäische Kulturen in der Wirtschaftskommunikation	de_CH
dc.rights	Licence according to publishing contract	de_CH
dc.subject	Kommunikation	de_CH
dc.subject	Stakeholder	de_CH
dc.subject	Unternehmen	de_CH
dc.subject	ZMM	de_CH
dc.subject.ddc	658.8: Marketingmanagement	de_CH
dc.title	The 30-Second-Sale : snap impressions of a retail sales person influence consumers decision making	de_CH
dc.type	Buchbeitrag	de_CH
dcterms.type	Text	de_CH
zhaw.departement	School of Management and Law	de_CH
zhaw.organisationalunit	Institut für Marketing Management (IMM)	de_CH
zhaw.publisher.place	Wiesbaden	de_CH
dc.identifier.doi	10.1007/978-3-531-91204-2_4	de_CH
zhaw.funding.eu	No	de_CH
zhaw.originated.zhaw	Yes	de_CH
zhaw.pages.end	66	de_CH
zhaw.pages.start	53	de_CH
zhaw.parentwork.editor	Siems, Florian U.	-
zhaw.parentwork.editor	Brandstätter, Manfred	-
zhaw.parentwork.editor	Gölzner, Herbert	-
zhaw.publication.status	publishedVersion	de_CH
zhaw.series.number	12	de_CH
zhaw.publication.review	Editorial review	de_CH
Appears in collections:	Publikationen School of Management and Law

Files in This Item:

There are no files associated with this item.

Show simple item record

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.