Effects of Message Sidedness of Fashion Salespersons on Consumer Behavior -Focusing on the Mediating Effects of Salespersons' Trust and Cognitive Effort-

Abstract

Message sidedness of fashion salespersons on consumer behavior with the consideration of the mediating roles of trust and cognitive efforts, and the moderation of a regulatory focus of consumers. Two scenarios were devised, a single message in which a salesperson explains only the advantages of a product to customers, and the second with a double message that explains both the advantages and drawbacks of the product. The results showed that participants trusted a fashion salesperson more and perceived stronger cognitive effort for two-sided messages. The two-sided messages mediated the consumer''s trust in the salesperson and cognitive effort, and influenced consumers'' buying behavior. This study also found that salesperson trust was stronger in the two-sided messages scenario than in the one-sided message scenario, regardless of consumers'' focused preference, and that it was more effective for promotion focus customers. The analysis of the results on consumers'' cognitive effort indicated that prevention focused customers did not exhibit any difference in cognitive effort concerning two-sided messages. However, promotion focused customers exhibited an increased cognitive effort in the two-sided message scenario than in the one-sided message scenario. Marketing implications were discussed based on the findings.