Skip to main content

The dimensions of storytelling by retail salespeople

Buy Article:

$55.00 plus tax (Refund Policy)

Abstract:

This paper explores storytelling in retail sales to develop a more nuanced understanding of the dimensions of retail storytelling and their importance in influencing consumer behavior. A mixed-method approach is taken to first qualitatively develop understanding of the structure of storytelling in a retail context and then quantitatively test the impact of various storytelling dimensions on consumer purchase intentions. Storytelling is common in retail sales encounters and consumers perceive multiple dimensions of storytelling. Some of these dimensions – story relevance, story humor, and storytelling ability – influence consumers' consumption behavior. This research begins to establish parameters for future examination of the use of storytelling in retail selling and informs managers of specific elements of storytelling on which to focus future training efforts.

Keywords: influence tactics; narrative; personal selling; rapport; sales communication; story

Document Type: Research Article

DOI: https://doi.org/10.1080/09593969.2013.849611

Affiliations: 1: Department of Marketing, Center for Professional Selling, University of Arkansas at Little Rock, Little Rock, AR, 72204, USA 2: Department of Marketing, Spears School of Business, Oklahoma State University, Stillwater, OK, 74078, USA 3: Department of Marketing, Texas State University, San Marcos, TX, 78666, USA

Publication date: 2014-03-15

More about this publication?
  • Access Key
  • Free ContentFree content
  • Partial Free ContentPartial Free content
  • New ContentNew content
  • Open Access ContentOpen access content
  • Partial Open Access ContentPartial Open access content
  • Subscribed ContentSubscribed content
  • Partial Subscribed ContentPartial Subscribed content
  • Free Trial ContentFree trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more