ABSTRACT

This study introduces and provides evidence of an Evolutionarily Stable Signalling (ESS) System in the buyer-seller context through three experiments. An ESS system is one where a signaller (in this study, the seller) conveys positive intent to the receiver (customers) in a reliable manner that leads to the buyer’s benefits. This study uses the ‘felt’ or genuine smile of salespeople as a reliable signal. The non-consciously generated genuine smile of a salesperson leads to positive, trustworthy assessments by buyers. Buyers reach their conclusions about the trustworthiness of the salesperson rapidly and often without conscious evaluations. These studies simultaneously capture the response time and the cognitive assessments of the subjects. Their decision on the trustworthiness of the salesperson likely provides the foundation for subsequent cooperative exchanges. Using both response time and cognitive assessments allows these series of experiments to develop evidence of this ESS system in the present day.

摘要

本研究通过三个实验介绍并提供了买方-卖方环境中进化稳定信号 (ESS) 系统的证据。ESS 系统是信号员（在本研究中，卖方）以可靠的方式向接收方（客户）传达积极意图，从而为买方带来利益的系统。这项研究使用销售人员的“感觉”或真诚的微笑作为可靠的信号。销售人员无意识地产生的真诚微笑会导致买家做出积极、值得信赖的评价。买家很快就得出关于销售人员可信度的结论，而且往往没有经过有意识的评估。这些研究同时捕捉受试者的反应时间和认知评估。他们对销售人员可信度的决定可能为后续的合作交流奠定了基础。使用响应时间和认知评估允许这些系列的实验在当今开发这种 ESS 系统的证据。