CONSUMERS’ MOTIVATION: AN ANALYTICAL STUDY OF INFLUENTIAL SALESPERSON BEHAVIOR ON CONSUMER EMOTIONS: HYPOTHESIS RESULTS(1)

HYPOTHESIS RESULTS(1)

H1: perceived goal facilitation/thwarting are not significantly affected by consumer assessment mind when the salesperson uses relational behavior.

In this hypothesis goal facilitation and goal thwarting are dependent variables and consumer assessment and salesperson behavior are independent variable. The hypothesis is examined using regression analysis. From regression analysis, it seems that consumer goal achievement depends on the conversation between salesperson and the consumer assessment of that information. Whereas, the results of the regression indicate a significant interaction of consumer assessment mind-set and behavior with both goal facilitation and goal thwarting, (F= 8.66, p=.002) for goal facilitation and (F = 4.377, p=.003) for goal thwarting with adjusted R square value of .863. From this result it is clear that null hypothesis is rejected.

H2: Goal facilitation/thwarting will not be affected by consumer action mind set when the salesperson use exchange oriented behavior.

Here, goal facilitation and goal thwarting are dependent variables and consumer action mind-set and salesperson behavior are considered as independent variable. The hypothesis is tested using regression analysis. From the test, it is conclude that goal facilitation/ thwarting are significantly affected by consumer action mind set and salesperson behavior, along with a significant value for goal facilitation (F=6.337, p= .0576) goal thwarting ((F=9.673, p=.005) . The R-square value for goal facilitation is .761 whereas, for goal thwarting is .689.

H3: Goal facilitation/thwarting are not evoked by positive/negative emotions.

The subjects were asked to identify the emotions which evoke during interaction with salesperson. After applying factor analysis on emotional variables, mean value is taken with a reasonable cut off value, and those emotions which are of least importance are dropped from the study. The emotions terms were classified from Richens(1997) and some of them are explained in hierarchy of emotions. Results of the regression indicate a significant interaction of positive and negative emotions with goal facilitation and goal thwarting. Positive emotions (F= 7.673, p=.0256) for goal thwarting, and negative emotions (F = 4.377, p=.003) for goal thwarting and positive emotions (F= 8.66, p=.002) for goal facilitation, and negative emotions (F = 4.377, p=.003) for goal facilitation.