The Influence of Consumer Motivation on Salesperson Appraisal: An Examination of Consumers' Cognitive and Emotional Responses to,Used

The Influence of Consumer Motivation on Salesperson Appraisal: An Examination of Consumers' Cognitive and Emotional Responses to,Used

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The mindset of consumers affects cognitive appraisals and emotional responses to salesperson behavior. A congruency mechanism operates during a sales encounter between the consumer and the salesperson. When congruency between mindset and selling behavior is present, positive cognitive and emotional responses are triggered. When incongruency is present, negative cognitions and emotional responses are triggered. Understanding the congruency mechanism leads to more effective use of selling behaviors.

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