Protection motivation theory and brick-and-mortar salespeople. Issue 8 (7th June 2020)

• Record Type: Journal Article
• Authors: Good, Megan C.; Hyman, Michael R.
• Is Part Of: International journal of retail & distribution management. Volume 48:Issue 8(2020)
• Page Start: 865
• Page End: 879
• Publication Date: 2020-06-07
• Subjects: Brick-and-mortar salespeople -- Customer-driven fear appeals -- Protection motivation theory; Retail trade -- Management -- Periodicals; Physical distribution of goods -- Management -- Periodicals; 658.87
• DOI: 10.1108/IJRDM-05-2019-0155
• Languages: English
• ISSNs: 0959-0552

Abstract

Abstract : Purpose: The purpose of this paper is to apply protection motivation theory (PMT) to brick-and-mortar salespeople's responses to customers' fear appeals. Design/methodology/approach: The approach is to develop a conceptual model for the effect of customers' fear appeals on brick-and-mortar salespeople. Findings: PMT relates to the influence of customers' fear appeals on brick-and-mortar salespeople's behaviours. The salesperson's decision whether to follow a retail manager's suggestion about ways to mitigate a customer's fear appeal depends on believed threat severity, believed threat susceptibility, response efficacy, self-efficacy and response costs. Research limitations/implications: PMT is applied to a new domain: brick-and-mortar salespeople. Although a powerful yet universal emotion, only limited research has examined fear within this group. Practical implications: Understanding salespeople's fears will help retail managers identify strategies for encouraging adaptive behaviours and deterring maladaptive behaviours by salespeople. Originality/value: A model relating customers' fear appeals to salespeople's behaviours is introduced.