CONSUMERS’ MOTIVATION: AN ANALYTICAL STUDY OF INFLUENTIAL SALESPERSON BEHAVIOR ON CONSUMER EMOTIONS: HYPOTHESIS RESULTS(3)

HYPOTHESIS RESULTS(3)

H5c. Externally positive emotions don’t affect goal facilitation when it is high.

Goal facilitation is considered as dependent variable and externally positive emotions are considered as independent variable. From the regression analysis, it is considered that external positive emotions like enthusiastic, warmhearted, eager affect on goal facilitation. Whereas, the results of the regression indicate a significant interaction of external positive emotions with goal facilitation having (F=9.93, P=.008), with R square value of .695

H5d. Externally negative emotions don’t play significant role when there is goal thwarting

This hypothesis considered the analysis for the talk between subject and the salesperson. The results of the regression indicate a significant interaction of externally negative emotions with goal thwarting and the variables which significantly influenced this situation are astonished and anxious (F=4.89,p=.007)

H6a: When goal facilitation is high and a consumer is concerned with avoiding negative outcome advancement and approach strategy will not be adopted.

The advancement and approach strategy are considered as independent variable, where advancement means advancing in the decision process and approach means reasserting goals on the encounter, and goal facilitation is considered as dependent variable. The results of the regression indicate a significant interaction of goal facilitation with advancement and approach strategy with (F=10.78, p=.039).

H6b: When goal facilitation is low and a consumer is concerned with avoiding a negative outcome an avoidance strategy will not be adopted

When consumer felts that information which is provided by the salesperson is not helping it to attain its goal then it try to avoid further talk with the salesperson and the sale is dropped. The results of the regression indicate a significant interaction of goal thwarting with avoidance strategy ( F=6.34, p=.047) and the variables which influence this situation from customer behavior are (a) customer leave the store without purchase (b) never make a purchase from that salesperson in future.

H6c: When goal facilitation is high and a consumer is concerned with achieving a positive outcome an actualization strategy will not be adopted.

In this case consumer is hoping for achieving the desired product and is actually thinking of doing a purchase. The results of the regression indicate a significant interaction of goal facilitation with actualization strategy having (F=4.11,p=.038) and the goal facilitation is considered as dependent variable and actualization strategy as independent variables, and the variables which cause an important effect on goal facilitation with the assistance of salesperson are (a) make a purchase from that salesperson in future (b) salesperson is helpful in understanding my needs.