The Relationships of Adaptive Selling Behaviors and Customer-Oriented Selling With Need for Cognition in the Personal Selling Context.

Abstract

This study examined the influences of two selling strategies-- adaptive selling behaviors and customer-oriented selling behaviors--within the interactive dyad of personal selling in the life insurance setting. These influences include the effects of the selling strategies on attitudes toward the product, attitudes toward the salesperson, and ultimate purchase intentions and recommendations. Each of the strategies is assessed from the customer's vantage point. Also need for cognition of the customer is considered as an individual difference variable impacting the sales process. Results indicate that customers' perceptions of a salesperson's selling behavior does affect purchase decisions. Implications for both researchers and practitioners are developed as well as a future research agenda.