Consumer Entitlement’s Moderating Role on the Impact of Salesperson Credibility on Perceptions of Sales Pressure: An Abstract

Although it has been generally reported that high-pressure sales tactics can have negative effects on both the customer and the salesperson/firm (e.g., Chu et al. 1995), the amount of attention devoted to the subject in the marketing literature is less than optimal. As such, our understanding of factors, such as salesperson credibility, that can contribute to consumer perceptions of sales pressure could also benefit from more research effort. Additionally, with the millennial generation playing an ever-increasing role in the consumer population, the need exists to examine the role of consumer entitlement in this relationship. Using a sample of 326 consumers, this research seeks to address these gaps in the literature.