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The effectiveness of matching sales influence tactics to consumers’ avoidance versus approach shopping motivations

Wenxia Guo (Department of Business, Acadia University, Wolfville, Canada)
Kelley Main (Asper School of Business, University of Manitoba, Winnipeg, Canada)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 12 September 2017

1176

Abstract

Purpose

Adaptive selling can help build positive relationships between salespeople and consumers. The literature shows that consumers respond positively to salespeople under approach but not avoidance motivations. This paper aims to demonstrate a circumstance under which consumers with avoidance motivations can also respond positively, something not previously shown in the literature.

Design/methodology/approach

This research paper uses three experimental between-subject designs to test hypotheses.

Findings

The current research identifies appropriate sales influence tactics (e.g. a customer-autonomy-oriented or a loss-avoidance-oriented influence tactic) where consumers with avoidance motivations can also respond to sales agents positively by the evidence of higher purchase intentions. In addition, this research shows that consumers with approach motivations may not always respond positively to salespeople. Further, goal facilitation appraisals of the salespeople serve as a mechanism between consumers’ shopping motivations and their behavioral responses (e.g. purchase intentions).

Originality/value

First, while the previous literature demonstrates that approach motivations generally lead to more positive effects (Elliot and Trash, 2002), this research indicates that avoidance motivations can also have positive effects, which is a finding that has not been demonstrated in the literature thus far. Second, this research identifies goal facilitation appraisals as one underlying process that explains the interactive effect between matching influence tactics and consumers’ approach/avoidance motivations when shopping. Third, the authors integrate regulatory focus theory by using gain- or loss-avoidance-oriented sales influence tactics to match approach and avoidance motivations.

Keywords

Citation

Guo, W. and Main, K. (2017), "The effectiveness of matching sales influence tactics to consumers’ avoidance versus approach shopping motivations", European Journal of Marketing, Vol. 51 No. 9/10, pp. 1577-1596. https://doi.org/10.1108/EJM-05-2016-0278

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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