April 6, 2009

BIRMINGHAM, Ala. - A new UAB study shows that happy consumers are likely to overlook their suspicions or concerns related to sales people's product pitches. Thomas DeCarlo, Ph.D., the Ben S. Weil Chair of Industrial Distribution at the University of Alabama at Birmingham (UAB) School of Business, conducted the study with Michael Barone, Ph.D., from the University of Louisville. Their work is set for July publication in Elsevier's Journal of Consumer Psychology.

In previous research dating to 2005, DeCarlo demonstrated that shoppers in a neutral mood, who are naturally suspicious of sales agents' motives, reacted negatively to heavy-handed or one-sided product pitches and therefore were less likely to buy as compared to consumers that received a more balanced pitch. DeCarlo's new study, which he believes to be the first of its kind, goes a step further by exposing consumers to humorous or happy situations before surveying their responses to persuasive sales offers.

"There is a significant catalog of prior research that suggests an even-minded consumer's suspicion of a sales pitch does adversely affect the response to that pitch and the sales agent behind it," DeCarlo said. "What we wanted to know is what happens if the consumer considers a sales pitch when not in a neutral mood but a positive one."

DeCarlo used two separate experiments to demonstrate a positive mood's ability to neutralize the effects of suspicion on persuasion. In both, happy consumers were found to be more accepting of one-sided sales pitches while seeming to suppress any negative or suspicious feelings toward sales agents, leaving consumers more inclined to go through with a purchase after hearing a weighted sales offer.

DeCarlo's research is going public at a time when retailers are slashing prices and offering deep discounts to lure consumers amid the worst global economic contraction in more than 70 years.

"What is fascinating about this study is the crucial influence of mood on consumer action," DeCarlo said. "While more research in this area is needed to verify the trend, it is becoming clearer that a shopper's level of happiness or positive feelings could be more important to selling than sales prices, sales people and the pitches they make."-

The UAB School of BusinessThe UAB School of Business is located in the heart of Alabama's business center, offering learning opportunities that extend well beyond the walls of the campus.