Evaluating trust based on impression formation in business encounters : how to facilitate ‘lovable stars’ in marketing

This doctoral study aims to analyse how the impression of a salesperson is perceived along warmth, competence dimension, and trust perceptions. The study builds on Wood, Boles, and Babin’s (2008) and Martin’s (2014) trust models as well as the stereotype content model (Cuddy, Fiske, & Glick, 2008; Cuddy, Glick, & Beninger, 2011; Fiske, Cuddy, & Glick, 2007; Fiske, Cuddy, Glick, & Xu, 2002). This study attempts to investigate which dimension is perceived as more relevant in customer contact. Further, this research aims to contribute to the knowledge of the theorisation of how trust based on impression formation can be enhanced or undermined in business encounters. With this research, recommendations to facilitate ‘Lovable Stars’ in the marketing and sales departments who can help to enhance trust based on impression formation in business encounters are developed. A trusted salesperson can be a massive asset for a company or brand