LOOKING COMPETENT: HOW CUSTOMER PERCEPTION OF SALESPERSON EXPERTISE IS INFLUENCED BY VISUAL CUES AND VERBAL STATEMENTS

摘要

As customers are more receptive to salespeople who appear competent, salespeople often attempt to establish expertise using visual cues (e.g., formal dress, diplomas) and verbal statements about the salesperson's credentials. Yet, empirical studies of these tactics are limited. We argue that visual cues shape customer impression, which then influence customer attitudes toward the salesperson's communications. Hence, verbal and nonverbal signals interact such that customer perception of expertise is augmented or diminished. To better understand the interaction between visual and verbal cues for establishing expertise, we conduct a field study and a two-part lab study.