The effect of salesperson stereotype activation on consumer emotional profiles and cognition

This study examines stereotypes of salespeople and their impact on consumer emotional responses and information processing in the UK. After a brief theoretical review, the authors present an experiments research design utilizing empirically-developed salesperson profiles in three scenarios. The results indicate that, while stereotype activation appears to result in significantly difference motional profiles in consumers than non-stereotypical encounters, this appears to have little impact on consumer cognition in the UK environment. Some possible reasons for these results are advanced. Finally, managerial and theoretical implications are discussed, and directions for future research proffered.

The single consumer

This paper profiles the single consumer and investigates how single consumers differ from their married counterparts on a series of marketing-specific psychographic variables. Several propositions based on singles' endeavors to seek active lifestyles and to compensate for feelings of loneliness are proposed and tested. Differences between those who are single by choice and those who are single by circumstance are also investigated. Finally, advertising and marketing implications regarding singles are discussed.