Realizing the scarcity of research into consumers' susceptibility to salespersons' influence, this concept is developed as a general personality trait and unidimensional construct. Its associations with the two primary shopping orientations, recreational and economic, were explored. Analysis indicates that, while consumers' susceptibility to salespersons' influence and recreational shopping appear to be related, no such evidence emerged for economic shopping. These findings, as well as their various implications for marketing strategy and adaptive retail selling, are discussed.
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