Abstract
The purpose of this research is to throw light on the style of speech of salespeople that is most effective in reducing fashion risks that consumers are aware of when they purchase clothing. The following became evident as a consequence of these endeavors. In men, speech connected to "social proof," "authority" and "goodwill" is effective in alleviating "fashion concerns," speech connected to "authority" is effective in connection with "criteria concerns," speech connected to "authority" and "distinctiveness" is effective in connection with "harmony concerns," speech connected to "authority" and "rarity" is effective in connection with "self-expression concerns," and speech connected to "rarity" and "distinctiveness" is persuasive among people who are insensitive to "concern over visual image." In women, speech connected to "social proof" is effective in alleviating "dressing concerns," speech connected to "social proof" and "authority" is effective in connection with "fashion concerns," speech connected to "distinctiveness" is effective in connection with "criteria concerns," and "goodwill" is effective in connection with "harmony concerns."
