Abstract Consumers regularly interact with retail salespeople in order to make purchases across a wide range of products and services. Retail sales encounters occur on a daily basis yet we know little about these complex interactions, especially from the consumer's perspective in terms of his or her perceptions with regard to these types of persuasive attempts. Understanding consumer perceptions is an important precursor to understanding consumer behavior during retail sales encounters. In three experiments subjects' perceptions of specific influence strategies were measured with regard to the degree of sales‐orientation of each strategy. Support was found for hypotheses that proposed that certain influence strategies would be perceived as significantly more sales‐oriented than others and that the interaction of consumer goals with salesperson influence would affect how influence strategies are perceived. Willingness to interact with and purchase from a salesperson using specific influence strategies was also examined in order to shed light on how the use of specific influence strategies is likely to affect consumers' intentions.
PurposeThis research aims to examine some of the main sources of frustration in the relationship between retailers and teen shoppers and the coping strategies they use as they interact with each other in a mall environment.Design/methodology/approachData were collected from retailers and teen shoppers via depth interviews and the data were coded using a grounded theory approach.FindingsRetailers in the study expressed frustration with teen shoppers arising from disruptive behavior, and refusal to accept assistance. Retailers attempt to deal with these issues at both the individual and the corporate level. Teens' frustration with retailers stems from being ignored, and/or treated with suspicion. Teens also indicated that retailers attempt to manipulate and persuade them. Teens deal with these issues by neutralizing or proactively coping with the situation.Research limitations/implicationsThe results of this study provide some significant insights for retailers. Most of the retail informants did not report any specific training with respect to interacting with teenage shoppers. The results of this study, however, suggest that providing retail employees with an understanding of teens' shopping behaviors and perceptions might promote more positive interactions with teen shoppers. This study utilized two independent sets of data to capture informants' perceptions and self‐reported behaviors. Studying actual interactions between retailers and teen shoppers might help to address any potential bias associated with self‐reported data.Practical implicationsThe findings suggest that it is not a question of whether or not retailers should interact with teens but rather a question of how to interact with them so they do not feel ignored but also not pressured or treated with suspicion. Retailers should review the current strategies they use when customers first enter the store. By allowing teens to initiate the interaction, they are likely to feel more in control and less pressured.Originality/valueVery little, if any, previous research has combined data from both retailers and teen shoppers in one study. Novel managerial suggestions are made as well as conceptual contributions in the under‐researched area of teen persuasion detection and persuasion coping.
PurposeThe present research aims to focus on sibling effects and birth order on preteen children's perceptions of influence in family purchase decision making. It also aims to examine the accuracy of children's perceived influence as compared to their parents. These areas have received little attention from consumer behavior researchers and, although there is research on sibling effects from broader sociological and psychological perspectives, there is very little empirical research from a marketing perspective. This research seeks to begin to fill that gap.Design/methodology/approachA key methodological contribution of the paper is that data were collected from triads as opposed to the more common dyadic mother/child data. Surveys were used to collect the data. Subjects, which consisted of children and their parents, were recruited through an elementary school in a mid‐sized city in the southeastern USA. A total of 184 triads were approached to participate and 94 completed the surveys from each member of the triad were received. Data were analyzed using SPSS and four a priori hypotheses were tested. Theoretically the paper draws from research on sibling effects.FindingsThe paper finds that preteens in the study perceived they had significant influence on purchase decisions. Key results of interest include the finding that the mere presence of siblings weakened the perception of influence, yet interestingly, results indicate that later‐born/only children have more influence on certain purchases than firstborns. In addition, results indicate that preteens felt they have more influence on purchases that are intended for their use as opposed to purchases that are for family use. Parents also felt that children have more influence on purchases for the child, but parents did not perceive the levels to be as high as their children did.Research limitations/implicationsIf later‐borns and only children have more influence and as such get their way more often, does this affect their ability to be competent adult consumers? Are there more instances of compulsive shopping and other decision‐making problems because they have become accustomed to getting what they want? In addition, if children overestimate influence, is it because they are not yet able to fully understand persuasion and the use of influence? From a public policy perspective there have often been concerns raised about children's ability to deal with influence, and if very subtle forms of influence are used, children may not be equipped to recognize these attempts and as a result may be more susceptible to them.Originality/valueResearch examining sibling effects on children's perceived influence is virtually non‐existent. According to Commuri and Gentry, who conducted a thorough review of research in family decision making, sibling influence has not been systematically examined in consumer research. Research in this area is important as marketers seek to fully understand the impact children have on family purchase decisions, the roles children play in the decision‐making process, and the factors affecting children's degree of influence.
