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The authors share recent research related to consumer perceptions of high pressure sales tactics. A model was developed depicting two types of sales pressure: aggressive and directive, both of which impact consumers’ trust in, and satisfaction with, the salesperson and the company. Aggressive pressure has a negative impact while directive pressure may be positive, as the consumer views the salesperson as helpful in addressing their needs. Directive sales pressure is much less damaging to desirable marketing outcomes. The authors developed a scale to measure perceptions of sales pressure. This scale can be added to any customer satisfaction survey. The results can be used in sales training.

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Diana Haytko

Diana Haytko

Lutgert College of Business

Diana L. Haytko is the Marguerite and Guy Howard Professor of Marketing in the Lutgert College of Business at Florida Gulf Coast University in Estero, Florida. Dr. Haytko’s research spans from millennial shopping behavior, to logistics strategy, and international...

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Ronald Clarke

Ronald Clarke

Missouri State University

Ronald A. Clark is the Daisy Portenier Loucks Research Professor and Associate Professor of Marketing in the Department of Marketing of the College of Business at Missouri State University in Springfield Missouri. Dr. Clark’s research interests are primarily in consumer...

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James Zboja

James Zboja

University of Tulsa

James (Jim) Zboja is an Associate Professor of Marketing at The University of Tulsa. His research focuses on perceptions of sales pressure and interpersonal influence in personal selling, services, and organizations. His work has been published or is accepted to be...

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