Protection motivation theory and brick-and-mortar salespeople

Purpose The purpose of this paper is to apply protection motivation theory (PMT) to brick-and-mortar salespeople's responses to customers' fear appeals. Design/methodology/approach The approach is to develop a conceptual model for the effect of customers' fear appeals on brick-and-mortar salespeople. Findings PMT relates to the influence of customers' fear appeals on brick-and-mortar salespeople's behaviours. The salesperson's decision whether...