Personal selling approaches used in television shopping
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 1 September 2003
Abstract
Television shopping simulates a personalized selling situation: it combines salesmanship with parasocial interaction. Segments of two major shopping channels, Home Shopping Network (HSN) and Quality Value Convenience (QVC), were coded for the use of persuasion strategies by the host, co‐host, or callers. The specific persuasion strategies coded were those identified by Cialdini, strategies that often cause a person to automatically say yes in a selling situation when they might otherwise say no. Although all strategies were evident, the strategy used most frequently in the 104 segments was social proof (35.5 percent), followed by scarcity (28.4 per cent) and authority (18.4 percent).
Keywords
Citation
Lystig Fritchie, L. and Johnson, K.K.P. (2003), "Personal selling approaches used in television shopping", Journal of Fashion Marketing and Management, Vol. 7 No. 3, pp. 249-258. https://doi.org/10.1108/13612020310484807
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited