Can a positive mood counterbalance weak arguments in personal sales conversations? |
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| Authors: | Silke Bambauer-Sachse Heribert Gierl |
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| Institution: | 1. Cognitive Science Department, Xiamen University, Xiamen, Fujian 361005, China;2. Fujian Key Laboratory of Brain-inspired Computing Technique and Applications, Xiamen University, Xiamen, Fujian 361005, China;3. Fujian Provincial Key Laboratory of Information Processing and Intelligent Control, Minjiang University, Fuzhou,Fujian 350121, China;4. College of Mathematics and Computer Science, Fuzhou University, Fuzhou,Fujian 350116, China;1. Department of Electrical and Computer Engineering, New York University Tandon School of Engineering, 2 Metrotech Center, Brooklyn, NY 11201, USA;2. Department of Otolaryngology, New York University School of Medicine, 550 1st Avenue, STE NBV 5E5, New York, NY 10016, USA |
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| Abstract: | In a personal sales conversation between a customer and a salesperson, the salesperson usually presents arguments for purchase alternatives to the customer. In addition to the quality of the presented arguments, the customer's mood is also expected to have effects on the customers’ product evaluation. In order to analyze mood and argument strength effects, we develop a theoretical model and conduct an empirical study based on a 2×2 experimental design. The results of the study show that the customers’ mood has both a direct and an indirect effect through the customers’ perception of the strength of the arguments provided by the salesperson on product evaluation. |
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