The Effects Of Open And Dominant Communication Styles On Pe

The effects of the Open and Dominant communication styles from Norton's (1978) dimensions were tested on judgments and perceptions of sales effectiveness. Subjects were 80 undergraduate business administration students enrolled at Bryant College. After viewing a videotape of a sales interaction...

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Bibliographic Details
Published in:The Journal of business communication (1973) 1990-04, Vol.27 (2), p.171
Main Authors: Notarantonio, Elaine M, Cohen, Jerry L
Format: Article
Language:English
Subjects:
Communication
Perceptions
Personal selling
Sales presentations
Statistical analysis
Studies
Online Access:Get full text
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Summary:The effects of the Open and Dominant communication styles from Norton's (1978) dimensions were tested on judgments and perceptions of sales effectiveness. Subjects were 80 undergraduate business administration students enrolled at Bryant College. After viewing a videotape of a sales interaction, subjects completed a 42-item questionnaire from which 6 composite scores were created. The results of a 2 X 2 analysis of variance design showed significant effects in 4 of the composites: 1. perceptions of the product being sold, 2. the interaction between the salesperson and customer, 3. probability of purchase of the product, and 4. perceptions of the salesperson being depicted. In general, respondents rated the high Dominant/low Open and low Dominant/high Open salesperson more favorably than the high Dominant/high Open or low Dominant/low Open salesperson. Apparently, consumers prefer to do business with salespeople who: 1. do not talk much about themselves and who are not conversational, gregarious, or frank, and 2. are somewhat confident, enthusiastic, and forceful.
ISSN:2329-4884
2329-4892