COMPETITIVE SELLING: UNINTENDED EFFECTS OF SALESPERSON SKEPTICISM TOWARD A MORE CREDIBLE COMPETING PRODUCT

摘要

Consistent with findings of prior research our study finds that a high expertise sources (doctor) is more persuasive than a low expertise source as subjects reported a higher likelihood of purchase in response to the medical doctor's sales pitch compared with a construction worker. Salesperson skepticism toward a competing drug was found to have an insignificant effect on the dependent variables. The effect of skepticism is moderated by initial involvement. Skepticism has a negative effect on purchase likelihood as consumer involvement increased. Finally, the results indicate that the negative effect of skepticism on the dependent variable can be significantly increased by inoculating participants against skepticism toward a drug prior to exposure to skeptical statements from a salesperson.