The Influence of Consumer Motivation on Salesperson Appraisal

The mind-set of consumers affects cognitive appraisals and emotional responses to salesperson behavior. A congruency mechanism operates during a sales encounter between the consumer and the salesperson. When congruency between mind-set and selling behavior is present, positive cognitive and emotional responses are triggered. When incongruency is present, negative cognitions and emotional responses are triggered. Understanding the congruency mechanism leads to more effective use of selling behaviors.