The Formation of Buyer's Trust of the Seller in an Initial Sales Encounter

Abstract

This paper presents an empirical investigation of processes by which buyers form trustworthiness perceptions during an initial sales encounter. Verbal and nonverbal cues given off by a salesperson, as well as a business's physical appearance, are relevant to trustworthiness assessments. Results indicate that these cues significantly influence a buyer's judgment of a salesperson's expertise and likability, as well as a firm's capability. These assessments also influence trust of both the salesperson and the selling firm. The implications of these findings are discussed and include directions for future research.