CONSUMERS’ MOTIVATION: AN ANALYTICAL STUDY OF INFLUENTIAL SALESPERSON BEHAVIOR ON CONSUMER EMOTIONS: INTORDUCTION

INTORDUCTION

This research examines the effect on consumer mind set and emotions during an encounter with salesperson and also examines how consumer emotions effect on consumer goal attainment. Our primary motive is the interaction between a consumer motivational mind set and a salesperson’s behavior. The interaction is posited to lead to the following (1) goal attainment as a result of congruent salesperson attitude with situational consumer mind set; (2) effect of emotions on goal attainment/thwarting; (3) outcome behavior as a result of motivation and emotions. This propositions stem from a central part of the main theory in this research, which postulated that under a given motivational mind-set a consumer is more likely to view certain salesperson behaviors as either congruent or incongruent with the consumer’s motivation for entering the encounter. The motivation and emotions are likely to reflect to the consumer goal attainment.

CONCEPTUAL OVERVIEW

Motivation

Consumer motivates by several factors when it enters interpersonal sales encounters; for example, to gather specific information about a product category pr a particular brand, to make a desired purchase, or simply to browse and find out what is new on the market. The concept of motivational mind- set used in this research is based primarily on research carried out by Gollwitzer (1990) and Hilton and Darley (1991) who differentiate between different types of motivational mind-sets. According to Gollwitzer and Moskowitz (1996) a specific mind-set emerges when a person addresses the distinct tasks associated with various action plans. Gollwitzer and colleagues (e.g., Gollwitzer and Kinney 1989; Gollwitzer, Heckhausen, Steller 1990) discuss deliberative and implemental mind-set and associate each with a different phase of action. A deliberative mind-set associated with an individual’s need to choose between goal options and an implemental mind-set associated with goal attainment. Similarly, Hilton and Darley (1991) apply the labels of assessment and action mind-set in order to differentiate between mind-set that stem from different motivations. The preceding provides an overview of the basic distinction between two motivational mind-set’s utilized in this research. This research adopts the terminology used by Hilton and Darley (1991), thus, focuses on consumers in either an assessment or an action mind-set.