Browse Archives by Author: Adam A. Rapp
When “Too Much” is Just Too Much
Lisa Beeler, PhD, Alex Zablah, PhD, and Adam Rapp, PhD
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
You Don't Always Get What You Want, and You Don't Always Want What You Get
Ryan R. Mullins, PhD, Daniel G. Bachrach, PhD, Adam A. Rapp, PhD, Dhruv Grewal, PhD, and Lauren Skinner Beitelspacher, PhD
The old adage tells us that the customer is always right, but does the customer always feel in control?