The roles of consumer entitlement, persuasion knowledge, and perceived product knowledge on perceptions of sales pressure
Consumer perceptions of sales pressure (POSP) often lead to negative outcomes for salespeople and the firm. The Information Age has provided unprecedented resources for consumers in their quest for knowledge and consumers have become increasingly entitled. This research uses a consumer sample to test a model of antecedents to POSP. The results indicate that consumer entitlement is positively related, while persuasion knowledge is negatively related, to POSP. Further, perceived product knowledge moderates the relationship between persuasion knowledge and POSP. These findings improve our understanding of the understudied construct of POSP, and have implications for the sales interaction.
Zboja, James J., Susan Brudvig, Mary Dana Laird, and Ronald A. Clark. "The roles of consumer entitlement, persuasion knowledge, and perceived product knowledge on perceptions of sales pressure." Journal of Marketing Theory and Practice (2021): 1-13.
Journal of Marketing Theory and Practice