Contributors
Articles by Beeler, Lisa
Zablah, Alex R.; Rapp, Adam A.; Beeler, Lisa
Salespeople are often indoctrinated to love what they sell, but too much enthusiasm from the salesperson may cause the customer to feel pressured and form a tendency to avoid the salesperson and the brand altogether. While brand attachment is important in terms of salesperson effort and performance, it may be equally off-putting for customers.