CONSUMERS’ MOTIVATION: AN ANALYTICAL STUDY OF INFLUENTIAL SALESPERSON BEHAVIOR ON CONSUMER EMOTIONS: HYPOTHESIS RESULTS(2)

H4: Internally/Externally oriented emotions don’t cause a significant effect on consumer assessment/action mind set.

The internally oriented emotions are basically inner feelings of the customer generated by the current facing situation. Whereas, external oriented emotions are generated from the behavior or the provided information from the salesperson, then a mean value is calculated for internal and external emotions. Here, internal and external emotions are independent variables and consumer assessment and consumer action are dependent variables. The results of the regression indicate a significant interaction of internal and external emotions with consumer assessment mind set and consumer action mind set. Whereas, Internal emotions (F= 5.82, p=.005) for consumer assessment, and external emotions (F = 8.98, p=.003) for consumer action mind set show more significant value than external emotions (F = 4.4, p=.019) for consumer assessment mind set and internal emotions (F= 5.93, p=.032) for consumer action mind set.

H5a: Internally positive emotions will not play dominant role when goal facilitation is high.

Goal facilitation is considered as dependent variable and internally positive emotions are considered as independent variable. From the test, it is conclude that goal facilitation is significantly affected by internal positive emotions like relieved and pleased. The results of the regression indicate a significant interaction of internal positive emotions with goal facilitation; having(F=5.64,p=.001), with R square value of .707.

H5b.Internally negative emotions will not play important role when there is goal thwarting.

Goal thwarting is considered as dependent variable and internally negative emotions are considered as independent variable. From the test, it is concluded that internally negative emotions like sad, unfulfilled and painful cause significant affect goal achievement. The results of the regression indicate a significant interaction internal emotions with goal thwarting (F= 7.98, p=0.028), with R square value of .741