Answers are grounded in this paper and cite their sources.
N the January 1975 issue of the JOURNAL OF MARKETING, Marvin Jolson discussed the results of a study designed to examine the effectiveness of a highly structured canned presentation vis-a-vis a customer-specific presentation.' He rejected the hypothesis that persuasiveness is inversely related to the inflexibility of a sales presentation. The conclusions drawn by Jolson may be correct for his described sales setting, but they should not be construed as a basis for generalization for several
No takes yet. Share an insight, caveat, or question.
Jim D. Reed (1976) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: