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The role of salesperson communication in luxury selling
Auteur(s)
Date de parution
2021-4-8
In
Journal of Personal Selling & Sales Management
Vol.
4
No
41
De la page
301
A la page
315
Revu par les pairs
1
Résumé
This research note provides first insight into the question how salespeople should promote products that customers perceive as luxurious. The authors draw on the well-established finding of prior literature that purchasing luxurious products tends to make customers feel guilty. The authors theorize that informative salesperson communication (i.e., conveying facts about a product) is more effective than emotional salesperson communication (i.e., aiming to arouse positive affect), thereby leading to more favorable product evaluations and purchase intention. Furthermore, the advantageousness of informative salesperson communication for products perceived as luxurious is theorized to be particularly pronounced if these products serve hedonic functions and have relatively high price levels. Two studies, one field study and one scenario experiment, provide evidence supporting these predictions. Thereby, this research note aims to stimulate further research on successful personal selling in luxury contexts.
Identifiants
Type de publication
journal article
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