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Putting Your Best Face Forward: The Impact of Customer Mood on Salesperson Evaluation
Author(s) -
Puccinelli Nancy M.
Publication year - 2006
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp1602_6
Subject(s) - feeling , mood , psychology , face (sociological concept) , social psychology , negative mood , marketing , advertising , business , sociology , social science
This investigation examines the response of customers to a salesperson whose feelings ostensibly differ from those that customers are personally experiencing. When customers in a bad mood encounter a salesperson who appears to be happy, they feel even worse than they otherwise would. These feelings, in turn, decrease their evaluations of the products the salesperson is promoting. Finally, unhappy customers tend to avoid a happy salesperson unless the decision is sufficiently important that they are motivated to ignore the effects of their bad mood.