Conscious and unconscious processing of priming cues in selling encounters

Article Abstract:

Whittler's (1994) recent discussion of the effects of category cue presentations in personal selling encounters introduced personal selling researchers to the concepts of category activation and social judgment heuristics, and provided a discussion of their potential effects in personal selling encounters. However, several related theoretical perspectives could be added to his perspective on the use of heuristics in selling encounters, particularly with regard to the processes and outcomes of priming. A discussion of these additional perspectives will provide for a more complete understanding of the full range of dynamics obtainable through the use of priming in the personal selling encounter. This comment on Whittler's work details these perspectives. (Reprinted by permission of the publisher.)

Heuristic, Heuristics (Psychology)

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The effect of priming cues in sales interactions: additional perspectives

Article Abstract:

Whittler (1994) highlighted the effect of priming in personal selling when he examined the use of subtle or unobtrusive primes in sales interactions. Stafford (1996) emphasized the implicit assumption of unobtrusive priming in Whittler's research and pointed out that in sales encounters some priming may not be unobtrusive and discussed the effect of obtrusive priming in sales interactions. This paper highlights research that suggests that the results of priming research in social psychology utilized by previous research may not be easily translatable to sales interactions. In addition, the alternate perspectives highlighted in this paper can be an impetus for future research in this area. (Reprinted by permission of the publisher.)

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Smooth operators: reflections on sales representatives' influence expressions

Article Abstract:

So little is known of consumers' cognitive and evaluative responses to various selling strategies. It is interesting that research programs are independently converging on the issue of sales representatives' efforts to influence consumers' decision making through priming strategies. I applaud Professor Stafford for his efforts to extend some conceptual thoughts I presented about this relatively unexplored persuasion area (see Whittler 1994). A key contribution he makes is the distinction between the effects of detected/over and undetected/subtle priming expressions. Below I address this and other issues he raises. (Reprinted by permission of the publisher.)

Consumer behavior

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