Knowledge is Power: The Moderating Effect of Product Knowledge: An Abstract

Although high pressure sales tactics are still sometimes applied by salespeople in the marketplace, most academics and marketers alike agree with Hartman (2005, p. 74) that “pressure is consistently an effective strategy for producing managerially undesirable consequences.” So, the study of consumer perceptions of sales pressure is vital to better understanding in what situations consumers feel pressured, in an effort to minimize such situations.