To read this content please select one of the options below:

Consumers' perceptions: an analytical study of influence of consumer emotions and response

Avinash Kapoor (Management Development Institute (MDI), Gurgaon, India)
Chinmaya Kulshrestha (Management Development Institute (MDI), Gurgaon, India)

Direct Marketing: An International Journal

ISSN: 1750-5933

Article publication date: 21 August 2009




Companies are increasingly attempting to offer customers an experience of availability range, affordable cost, shopping convenience, and ambience. The purpose of this paper is to determine the impact of salesperson behavior on motivation, cognition, emotions, and responses of the consumers and to identify different responses to sales interaction according to their different perceptions. The purpose of this paper is to address the role of salesperson behavior and motivation mind‐set during the interactive sales encounter experience and whether they affect a consumer cognitions, emotions, and outcome behaviors.


Based on a literature review, a conceptual model is developed for this paper.


This paper has significant implications in terms of not only understanding the mechanisms that underlie selling effectiveness but also the role of consumer psychographics, sales encounter experience, and salespersons behavior influencing purchase decision making.


From a managerial perspective, the paper contributes from a prescriptive stand point in terms of enabling sales people to select effective selling behaviors based on more than overt demographic characteristics. Theoretical contributions include examining the relationship among motivation, emotion, and cognition in an interpersonal sales interaction experience.



Kapoor, A. and Kulshrestha, C. (2009), "Consumers' perceptions: an analytical study of influence of consumer emotions and response", Direct Marketing: An International Journal, Vol. 3 No. 3, pp. 186-202.



Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

Related articles