Storytelling during retail sales encounters |
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| Authors: | David A Gilliam Alex R Zablah |
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| Institution: | 1. Marketing, College of Business, University of Arkansas at Little Rock, 2801 S. University Ave, Little Rock, AR 72204, USA;2. Marketing, School of Management George Mason University, 4400 University Drive, MS 5F4, Fairfax, VA 22030, USA;1. Institute for International Management and Technology, Gurgaon, Haryana, India;2. BIMTECH, Greater Noida, Uttar Pradesh, India;1. Department of Design, Housing and Apparel, University of Minnesota, 240 McNeal Hall, 1985 Buford Ave., St. Paul, MN 55108, USA;2. Department of Family and Consumer Sciences, California State University Long Beach, 1250 Bellflower Blvd., Long Beach, CA 90840, USA;1. Griffith Business School, Department of Marketing, Logan Campus, Griffith University, University Drive, Meadowbrook, QLD 4131, Australia;2. School of Advertising, Marketing and Public Relations, Queensland University of Technology, Gardens Point Campus, Brisbane, Queensland 4001, Australia |
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| Abstract: | Many researchers have emphasized the importance of communication in personal selling. Psychologists and researchers in management and advertising have recognized the importance of communication via stories, but this has not extended to research in sales. This paper uses a framework developed from exploratory field work and the literature on stories to investigate storytelling by retail salespeople in three similar experimental studies. The experiments manipulate personal versus business stories across three different topic areas: entity, product, and digression. The results suggest that product stories told from a business point of view may be most effective in enhancing consumers’ purchase intentions in onetime sales encounters. |
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| Keywords: | Story Narrative Sales communication Influence tactics Persuasion |
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