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dc.contributor.authorOrth, U.-
dc.contributor.authorBouzdine-Chameeva, T.-
dc.contributor.authorBrand, K.-
dc.identifier.citationJournal of Retailing, 2013; 89(3):301-314-
dc.description.abstractAdopting an interpersonal communication perspective, this study examines the propositions that a salesperson's touch increases trust, which increases product evaluations and purchase intention. These relationships are evaluated in a contact and non-contact culture, with need for touch (NFT) examined as an additional moderator. An exploratory series of in-depth interviews provides an initial understanding of these relationships, followed by a 2 (touch/no touch condition) × 2 (consumers in France/Germany) experiment with wine serving as the example category. The findings indicate that touch does not uniformly instill trust in customers. Instead a salesperson's touch relates to greater trust only when consumers have an inherent NFT or when they are from a culture where personal touching behavior is less prevalent. Trust, in turn, relates positively to evaluations of product attractiveness, quality, and to purchase intention. © 2013 New York University.-
dc.description.statementofresponsibilityUlrich R. Orth, Tatiana Bouzdine-Chameeva, Kathrin Brand-
dc.rightsCopyright © 2013 New York University-
dc.subjectFrance; Germany; Salesperson; Quality; Trust; Touch; Wine-
dc.titleTrust during retail encounters: a touchy proposition-
dc.typeJournal article-
Appears in Collections:Aurora harvest 7
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