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Effects of mood and argument strength on product evaluation in a personal sales conversation

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International Advertising and Communication

Abstract

In a personal sales conversation between a customer and a salesperson the salesperson usually presents arguments for purchase alternatives to the customer. In this article we analyse effects of customers’ mood on their product evaluation in a personal sales conversation. In order to determine these effects, we simulated a sales conversation in a role-playing experiment. Other authors analysing mood effects often consider only direct mood effects on the evaluation of environmental stimuli but they do not examine indirect mood effects or moderator variables. The results of our study show that customers’ mood has a direct effect and an indirect effect through the customers’ perception of the strength of the arguments provided by the salesperson on product evaluation. The results also illustrate that the strength of both mood effects depends on customer involvement.

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Authors and Affiliations

  1. Marketing Department, University of Augsburg, Germany

    Heribert Gierl (Full Professor of Marketing) & Silke Bambauer (Assistant Professor of Marketing)

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  1. Heribert Gierl
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  2. Silke Bambauer
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Sandra Diehl Ralf Terlutter

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© 2006 Deutscher Universitäts-Verlag ∣ GWV Fachverlage GmbH, Wiesbaden

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Gierl, H., Bambauer, S. (2006). Effects of mood and argument strength on product evaluation in a personal sales conversation. In: Diehl, S., Terlutter, R. (eds) International Advertising and Communication. DUV. https://doi.org/10.1007/3-8350-5702-2_13

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