Credibility in Sales

Paper Summary:

This research proposal discusses the specific factors that contribute to the perception of a salesperson's or an organization's credibility. It first discusses the impact that the Internet has on the perception of credibility of organizations' online advertising among the consuming public. The paper then looks at what steps salespeople and companies can take to develop an improved perception of credibility among the consuming public. Finally, the paper discusses in which industries and for what products and services credibility is deemed most important.

Table of Contents:
Introduction
Review of the Literature
Research Questions
Methodology
Conclusion

From the Paper:

"The research showed that the essence of credibility is worthy of being believed and trusted. The research also showed that gaining and keeping market share in an increasingly globalized marketplace is a challenging endeavor, but successful companies are able to do so by ensuring that the consuming public perceives them as credible and their products or services will do what they say they will. In fact, even the absolute best product or service on the market will likely not sell as readily as those that are perceived as having more credibility by virtue of a salesperson's or organization's ability to communicate these sometimes-nebulous values to the consuming public. The proposed study will fill in some existing gaps in the body of knowledge concerning credibility among the consuming public, particularly as it applies to the dynamic online marketing environment today."

Sample of Sources Used:

• Black's law dictionary. (1990). St. Paul, MN: West Publishing Co.
• Blackston, M. (2000). Observations: Building brand equity by managing the brand's relationships. Journal of Advertising Research, 40(6), 101.
• Crane, E. (1965). Marketing communications: A behavioral approach to men, messages, and media. New York: John Wiley & Sons.
• Dennis, C., & Harris, L. (2002). Marketing the e-business. London: Routledge.
• Ehrenberg, A., Barnard, N., Kennedy, R., & Bloom, H. (2002). Brand advertising as creative publicity. Journal of Advertising Research, 42(4), 7.

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