Customers' perceptions of salespersons' orientation and susceptibility to salespersons' influence

This study examined correlations of scores for salespersons' and customers' orientation, as indicated by a modified Salesperson Orientation-Customer Orientation scale, with self-reported consumers' susceptibility to salespersons' information, recommendations, and relational influence. Vehicle purchasers provided 508 useable survey responses. Correlations for customers' perceptions of both salespersons' orientation (-.39 and -.21) and customers' orientation (.39 and .24) were related to self-reports of susceptibility to salespersons' information and relational influence.