Aristotle and Personal Selling

Abstract

The authors discuss the relevance of Aristotle's writings, particularly in the Rhetoric, to modern-day personal selling. Aristotle endorses a sophisticated approach to selling—advocating a customer orientation and segmented markets. He proposes a three-pronged selling process that includes appeals to reason and the emotions of the purchaser while concurrently convincing the purchaser of the seller's integrity. Aristotle argues that the art of selling is subject to systematic formal treatment and demonstrates the possibilities of formal analysis in persuasion. He further assimilates logical argument with practical persuasion in a way that provides a sound basis for selling strategy.     

A Framework for Classifying Concepts of and Research on the Personal Selling Process

Abstract

A parsimonious conceptual framework is presented to facilitate organization and comparison of the various approaches to personal selling. Implications for managers and researchers, as well as suggestions for future directions in personal selling research, are discussed.     

A Factor Analytic Study of the Personal Selling Process

Abstract

Despite the importance that personal selling plays in the marketing and promotion mixes of many firms, little research interest has focused on the function of personal selling. More specifically, no published empirical research has examined what selling techniques salespeople have in their repertoire. This article systematically describes the selling techniques salespeople use by identifying the underlying dimensions of these techniques.     

Conceptualizing Personal Selling for International Business: A Continuum of Exchange Perspective

Abstract

The last twenty years has seen an extensive broadening of the terms “marketing” and “selling”. It is currently fashionable to consider marketing as exchange behavior, and selling to be personal “exchange facilitation” within any context. Justification for such all-encompassing definitions includes the fact that all cultures face certain prerequisites in order to survive: “marketing” and “selling” are means of satisfying them. Such paradigms increase the likelihood that we embrace ethnocentric perspectives and covertly equate various exchange situations which in reality are very different. When discussing selling and marketing, especially in the international arena, we must carefully guard against ethnocentrism and the distortion caused by such homogenizing tendencies.     

Selling & Sales Management in Action: Using the Journal of Personal Selling & Sales Management As A Teaching Aid

Abstract

Although much marketing literature exists pertaining to whether products should be marketed differently from services, little attention has focused on whether product selling differs from service selling. This article reports the results of an empirical investigation that examined whether salespeople selling industrial products use different selling techniques than those selling services. The results suggest that product sales personnel prefer techniques that can use tangible aspects of the product to advantage, while service sales personnel prefer techniques that stress the personal assistance of customers. The implications of the results are also presented.     

A Scale for Source Credibility; Validated in the Selling Context

Abstract

Contributions from the research include: (1) the development of a validated scale to measure the perception of source credibility in personal selling; (2) understanding the underlying dimensions of the perception of source credibility in the selling context; (3) identification of the Sociability factor for the first time in source credibility research; and (4) recognition of the credibility implications associated with salesperson's title.     

Differences In the Importance of Selling Techniques Between Consumer and Industrial Salespeople

Abstract

The techniques involved in the personal selling process have been well documented in numerous sources over the years, but little research-based guidance has been provided to aid professional salespeople in the implementation of such techniques. The purpose of this research study is to examine the importance of 84 selling techniques, and cite the similarities and differences between consumer and industrial salespeople. The results indicate that consumer salespeople tend to rely more on other people, community contact, and standardized sales presentations than do industrial salespeople, while the latter rely more on company-supplied resources and partially standardized presentation styles.     

Eye movement inductions influence health behaviour: the working memory account of persuasion

Abstract

Objective: Because the working memory (WM) has a limited capacity, the cognitive reactions towards persuasive information in the WM might be disturbed by taxing it by other means, in this study, by inducing voluntary eye movements (EMi). This is expected to influence persuasion.

Methods: Participants (N?=?127) listened to an auditory persuasive message on fruit and vegetable consumption, that was either framed positively or negatively. Half of them was asked to keep following a regularly moving dot on their screen with their eyes. At pretest, cognitive self-affirmation inclination (CSAI) was assessed as individual difference to test possible moderation effects.

Results: The EMi significantly lowered the quality of the mental images that participants reported to have of the persuasive outcomes. With regard to self-reported fruit and vegetable consumption after two weeks, EMi significantly lowered consumption when CSAI was high but it significantly increased consumption when CSAI was low.

Conclusions: The results verify our earlier findings that induced EM can influence persuasion. Although it remains unclear whether the effects of EMi were caused by disturbing mental images of persuasive outcomes or self-regulative reactions to these images, or both, the WM account may provide new theoretical as well as practical angles on persuasion.     

An experimental test of the relationship between voice intonation and persuasion in the domain of health

Objective: In the process of behaviour change, intonation of speech is an important aspect that may influence persuasion when auditory messages are used. In two experiments, we tested to what extent different levels of intonation are related to persuasion and whether for some recipients the threat posed by the message information might become too strong to face.

Design: In Study 1, 130 respondents listened to a health message with either a low, moderate or high level of intonation. In Study 2 (N?=?143), the same manipulations of intonation were applied but half of the respondents were affirmed before they listened to the persuasive message. Intention to increase fruit and vegetable intake was used as a dependent variable.

Results: Both studies showed that high intonation led to a significant drop in intention among respondents who perceived their own health as good. After self-affirmation, persuasion was increased.

Conclusion: A high level of intonation seems to induce self-regulatory defences in people who do not see the necessity to change their health behaviour, whereas people with poor perceived health might perceive potential to change. The use of a normal level of intonation in auditory health messages is recommended.     

An Evaluation of Sales Training in the U.S. Banking Industry

Abstract

The U.S. banking industry has recently recognized the importance of developing a strong personal selling program in order to compete in the new deregulated environment. This study reports the findings of a national survey on the extent and level of sales training by U.S. banks. Results suggest that the industry has much sales training to do if it wishes to compete effectively within the financial services industry.     

Kelly and issues of power

Abstract

Whether Kelly's personal passion for egalitarianism and democracy is translated into tenets of personal construct theory is addressed. First, Kelly's convictions as they appear in the writings are examined. Then sociological criteria are outlined for assessing the degree to which the theory supports the implementation of those convictions and, in its therapeutic application, facilitates autonomy and empowerment. It is concluded that personal construct theory has potential for encouraging people to realize their full liberated potential. Furthermore, it can be extended to enlarge its scope.     

What personal selling and sales management recommendations from developed markets are relevant in emerging markets?

As emerging markets continue to grow, research on personal selling and sales management in these settings is coming to the fore, as this special issue of Journal of Personal Selling and Sales Management attests. With an in-depth review of extant research, this contribution addresses three key research questions. First, are there differences between established/recommended theories or styles or paradigms for effective personal selling and sales management in developed markets and emerging markets? The survey suggests there are. Second, are culture variables, traditionally used in extant research, sufficient to differentiate between developed and emerging markets? The presented analysis suggests that culture must be combined with economic variables to establish clear contexts that reflect developed and emerging markets. Third, what classification framework can serve to examine personal selling and sales management strategies in terms of their applicability in both developed and emerging markets? This article derives such a classification framework by organizing extant sales research into categories where either small differences in research findings between developed and emerging markets are expected, or where large differences in research findings are expected. Propositions for the category of selling process and technique are derived. Overall, these findings suggest the need for substantial research that examines the differences between developed and emerging markets, because of the vast implications for theory, research, and practice.     

Are perfectionism dimensions risk factors for anxiety symptoms? A meta-analysis of 11 longitudinal studies

Background: Over 50 years of theory and research implicates perfectionism in anxiety. However, it is unclear which (if any) perfectionism dimensions are risk factors for anxiety.

Objective: To address this, we conducted a meta-analysis testing whether socially prescribed perfectionism, concern over mistakes, doubts about actions, self-oriented perfectionism, and personal standards predict increases in anxiety.

Method: Our literature search yielded 11 relevant studies for inclusion, composed of children, adolescents, undergraduates, community adults, and psychiatric patients.

Results: Meta-analysis using random-effects models revealed concern over mistakes (r^+?=?.11), doubts about actions (r^+?=?.13), and personal standards (r^+?=?.08), but not socially prescribed perfectionism or self-oriented perfectionism, displayed significant small positive relationships with follow-up anxiety, after controlling for baseline anxiety.

Conclusion: Research is needed to understand the conditions under which the connection between perfectionism and anxiety becomes stronger (e.g., stress).     

A Multidimensional Analysis of Preferences for Sales Positions

Abstract

Recruiting college students for the sales- force is especially difficult because the results of previous research suggest that students have negative perceptions of selling. A weakness of prior research, however, is that selling has generally been operationalized as a unidimensional concept. This paper reports the results of a study that sought to address this limitation by conducting a multidimensional analysis of seven different sales positions.     

Regulatory Fit and Persuasion: Basic Principles and Remaining Questions

How can researchers and practitioners use regulatory fit theory to increase the effectiveness of their attempts to change attitudes and behavior? In this article, we extract from the literature a set of basic processes by which fit can influence persuasion and describe different methods for inducing fit. Regulatory fit can influence persuasion by: (i) making message recipients feel right during message reception; (ii) increasing recipients’ strength of engagement with the message, which contributes to processing fluency; and (iii) influencing elaboration likelihood. Integral methods induce fit within the persuasion situation (as with framing of message arguments, source delivery style, and decision means), whereas incidental methods induce fit independent of the persuasion situation. We discuss common difficulties researchers may encounter with these techniques, and clarify existing confusions about regulatory fit and regulatory focus theory. Throughout, we highlight important questions that must be addressed to attain a complete understanding of regulatory fit.     

Neurolinguistic Programming as a Persuasive Communication Technique

Abstract

Bandler and Grinder (1975) have suggested a psycholinguistic model for indirect persuasion of clients in a counseling setting: Through the use of pacing, metaphor, and various phonemic devices, client resistance is overcome. The present study compared the persuasive power of aspects of their neurolinguistic programming to direct and informational only (placebo) content messages in a group persuasion context. Results indicated no significant differences in attitudes following treatment for the three groups, whereas the direct message treatment was significantly more persuasive than the other treatments as reflected in the behavioral measure.     

Sex-Labeling of Selling Jobs and their Applicants

Abstract

By use of the Bern Sex-Role Inventory (BSRI), students were classified in terms of their self-described sex-role personalities (e.g., masculine, feminine, or androgynous) as well as by their relative career interests in each of five distinct selling positions. Results revealed a strong desire on the part of the female students to invade male-dominated selling strongholds. But the reverse was not true. The findings are generally predictive of the broadening of the scope of interests of female graduates seeking entry positions in selling.     

Experimental philosophers,conceptual analysts,and the rest of us

Abstract

Theories of personal identity purport to specify truth conditions for sentences of the form ‘x‐at‐t_i is the same person as y‐at‐t_j. Most philosophers nowadays agree that such truth conditions are to be stated in terms of psychological continuity. However; opinions vary as to how the notion of psychological continuity is to be understood. In a recent contribution to this journal, Slors offers an account in which psychological continuity is spelled out in terms of narrative connectedness between mental states.The present paper argues that Slors’ theory either is no theory of personal identity at all or is too weak.Towards the end of the paper, it is indicated how the problem uncovered for Slors’ theory may be avoided.     

Motivational climate,psychological needs,and personal and social responsibility in youth soccer: Comparisons by age group and competitive level

ObjectivesWe used a developmental lens to examine age group and competitive level differences on motivational climate dimensions, psychological needs satisfaction, and personal and social responsibility as well as relationships among variables, in line with basic psychological needs theory.DesignWe used a cross-sectional, correlational design.MethodGirls and boys age 8–13 on recreational and select soccer teams completed a survey.ResultsA 2 × 2 MANOVA showed main effects for age group and competitive level: early adolescents reported greater punishment for mistakes and autonomy compared to children; select players reported greater mastery climate dimensions and personal responsibility compared to recreational players. For all groups, path analyses revealed perceptions of cooperative learning were indirectly associated with personal and social responsibility, through coach and/or teammate relatedness.ConclusionsPatterns of relationships by age group and competitive level are discussed in reference to developmental literature. Results highlight the value of using a developmental approach to understand how coaches can promote youth soccer players’ psychological and social well-being.