Wagn, Lau en; Penne , Sa a
A icle
A ba ende , a b and ep and a cus ome walk in o a
ba : an explo a ion o he expe middlepe son in he
Pe suasion Knowledge Model
Cogen Business & Managemen
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Sugges ed Ci a ion: Wagn, Lau en; Penne , Sa a (2024) : A ba ende , a b and ep and a cus ome
walk in o a ba : an explo a ion o he expe middlepe son in he Pe suasion Knowledge Model,
Cogen Business & Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp.
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A ba ende , a b and ep and a cus ome walk in o
a ba : an explo a ion o he expe middlepe son
in he Pe suasion Knowledge Model
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Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2340120
A ba ende , a b and ep and a cus ome walk in o a ba : an
explo a ion o he expe middlepe son in he Pe suasion
Knowledge Model
lau en Wagn and sa a Penne
Depa men o Business and adminis a ion, uni e si y o Winnipeg, Winnipeg, Mani oba, Canada
ABSTRACT
his esea ch explo es he ela ionship be ween liquo b and ep esen a i es and
ba ende s, i s e ec s on he ba ende s’ p o ession and subsequen heo e ical
implica ions om a Pe suasion knowledge Model pe spec i e. se en senio c a
cock ail ba ende s who ac as bo h ‘agen ’ and ‘ a ge ’ in he sale o alcohol we e
in e iewed. as he ‘ a ge ’, hey wo k wi h b and ep esen a i es who y o pe suade
hem o pu chase he b and’s p oduc (s) o esale. as he ‘agen ’, hey hen pe suade
hei cus ome s o pu chase p oduc s. his s udy uses a g ounded heo y app oach
wi h a hema ic analysis o examine he expe iences o c a cock ail ba ende s. Fou
hemes eme ged ha we e ca ego ized as (1) passion, (2) pu ism, (3) s o y elling and
(4) pe sonal b anding. Findings we e pu in o he Pe suasion knowledge Model, adding
dep h o ou unde s anding o he model when someone wi h high opic, agen , and
pe suasion knowledge is bo h an ‘agen ’ and a ‘ a ge ’. esul s showed: ba ende s’ high
knowledge ( opic, agen and pe suasion) leads o bo h skep icism o us in he b and
ep esen a i es, depending on he le el o knowledge he b and ep esen a i e displays
and whe he o no ha sa is ies he ba ende ’s expec a ions; when a ‘ a ge ’ is an
expe , ‘agen ’ a i ude is second o opic knowledge; ba ende s use he same
pe suasion a emp s as he ‘agen ’ ha a e e ec i e on hem as he ‘ a ge ’; when
ba ende s el alida ed, his aided in pe suasion; when ‘ a ge s’ a e passiona e, hey
espond mo e a ou ably o ‘agen s’ hey pe cei e as passiona e; ba ende s ac i ely
seek opic knowledge h ough in e nal mo i a ions; and ba ende s’ passion in o ms
hei pe suasion a emp s.
In oduc ion
Ba ende s ha e a unique, and some imes o e looked, ole in socie y. On he on lines o alcohol sales,
ba ending is some imes seen as a empo a y job o young people o aspi ing a is s o unde ake
be o e se ling down in a chosen ca ee pa h, as o en po ayed in media opes. less ob ious is hei
se ice as cul u al in e media ies be ween he alcohol indus y and he consume , whe eby ba ende s
media e he p esen a ion and ep esen a ion o he spi i s hemsel es (Ocejo, 2012). Fo many, ba end-
ing is a ewa ding ca ee wi h a le el o au onomy in he posi ion ha allows o pe sonal exp ession,
c ea i i y and he indi idualized dissemina ion o he in o ma ion collec ed h ough as ings, compe i-
ions, semina s, esea ch, con e ences, pu chasing and o he me hods and expe iences. as he cul u al
in e media y o spi i s and cock ails, ba ende s also become p ac ical in e media ies in a chain o com-
munica ion, connec ing he inal consume and he b and ep esen a i e. B and ep esen a i es wo k
closely wi h ba ende s in a di ec -sales capaci y, ypically p esen ing a la ge po olio encompassing
many di e en spi i s. in his s udy, ‘b and ep esen a i e’ is used as a ca ch-all e m o include o he
simila posi ions such as b and ambassado o liquo ep. as a middlepe son, a ba ende ’s passion and
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT sa a Penne [email p o ec ed] uni e si y o Winnipeg, Depa men o Business and adminis a ion, Winnipeg,
Mani oba, Canada
h ps://doi.o g/10.1080/23311975.2024.2340120
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 11 Oc obe
2023
e ised 13 Ma ch 2024
accep ed 2 ap il 2024
SUBJECTS
Ma ke ing; consume
Beha iou ; Pe suasion
KEYWORDS
Pe suasion; pe suasion
knowledge model; se ice
indus y; consume
beha iou
REVIEWING EDITOR
ediz akcay, Bou nemou h
Uni e si y albo campus:
Bou nemou h Uni e si y,
Uni ed kingdom o g ea
B i ain and no he n
i eland
2 l. Wagn anD s. Penne
pe spec i es may al e how hey p oceed as someone who bo h pe suades and is pe suaded in he
alcohol indus y.
The indus y
in imes o celeb a ion o imes o so ow, alcohol has been a pe asi e pa o he human expe ience
o housands o yea s (Phillips, 2014), du ing which socie y has con inued o e ine he p ocess o e -
men a ion and dis illa ion. he esul is a mode n global indus y dedica ed o he p oduc ion o spi i s,
bee , wine, and e e y hing in be ween. Despi e empe ance mo emen s and p ohibi ions, he sale and
consump ion o alcohol has endu ed. howe e , public pe cep ion con inues o shi , la gely due o con-
ce ns abou he public heal h e ec o alcohol and he in luence o ad e ising. Fo his eason, academic
esea ch ocusing s ic ly on his indus y is no o en unde aken om a ma ke ing o consume
beha iou pe spec i e. also, alcohol is subjec o s ingen ad e ising guidelines ha con ol whe e,
when and how spi i s may be p omo ed, which can ac as a de e en o ad e ise s.
canada’s alcohol indus y is cu en ly exhibi ing inc eased sales by e enue bu dec eased sales by
olume. in he iscal yea ending 31 Ma ch 2022, canadian liquo au ho i ies and o he e ail ou le s sold
$26.1 billion wo h o p oduc s, which ma ks a 2.4% inc ease in e enue sales o e he p e ious yea .
howe e , canadians pu chased 1.2% less alcohol-by- olume, which is he la ges decline in o e a decade
(s a can, 2023). as o 2023, he e a e app oxima ely 3,965 ba s (iBis Wo ld, 2023) and 79,931 ull-se ice
es au an s (iBis Wo ld, 2022) in canada, hough only a small pe cen age o hese o e c a cock ails.
i is ele an o no e he e a e indus y es ic ions a ound how hey can legally ad e ise o encou -
age g ow h, which can be used o help inc ease bo h mone a y sales, as well as inc ease he amoun o
alcohol-by- olume sold. in canada, ad e ising is no s ic ly egula ed a he ede al le el. exis ing eg-
ula ions a e mos ly ound in he compe i ion ac , which legisla es agains ‘decep i e ma ke ing p ac ices’.
hese egula ions can be b oken down in o p ac ical ules o elling he u h and no misleading he
audience wi h alse claims, be hey abou p icing, wa ning o e icacy. his ex ends o he gene al imp es-
sion gi en by he ma ke ing and no jus wha is o e ly s a ed (Compe i ion Ac , 1985). hese laws aim
o p o ide an equi able pla o m o o ganiza ions o all sizes o compe e ai ly and a e en o ced by he
compe i ion Bu eau.
in addi ion o he Compe i ion Ac , canada has a non-p o i o ganiza ion called ad s anda ds ( o me ly
ad e ising s anda ds canada), which ac s as a sel - egula o y body o he canadian ad e ising indus-
y. i c ea ed he Canadian Code o Ad e ising S anda ds o guide ad e ise s, hough he code is no
legally binding. his code is some imes e e ed o in p o incial-le el alcohol ad e ising legisla ion, as is
he case o The Liquo , Gaming and Cannabis Con ol Ac in Mani oba (The Liquo & Gaming & Cannabis
Con ol Ac , 2013). he code makes no men ion o speci ic p o isions o he ma ke ing o alcohol o
o he con olled subs ances, wi h he excep ion ha p oduc s p ohibi ed o mino s should no be ad e -
ised in a way ha appeals o mino s, and hose in he ad e isemen s mus clea ly be o legal age (ad
s anda ds, 1963).
Wi h he Compe i ion Ac go e ning ad e ising a a ede al le el and ad s anda ds sel - egula ing he
indus y, he nex laye o p o ec ion om decep i e o ha m ul alcohol ad e ising is p o incial. i is
common o p o inces o c ea e egula o y bodies o o e see and en o ce a ious legisla ion and licens-
ing, om psychology o alcohol. his c ea es a wide a ay o addi ional laws ha go e n each p o ince’s
alcohol ad e ising. some p o inces such as albe a, whose legisla ion is en o ced by he albe a gaming,
liquo and cannabis commission, ha e e y li le in he way o egula ions (Gaming & Liquo & Cannabis
Ac , 2000), while o he s such as On a io, whose Liquo Licence Ac is o e seen by he alcohol and gaming
commission o On a io, ha e a mo e comp ehensi e se o policies (Liquo License Ac , 1990).
hese a ious go e ning bodies, bo h egula o y and sel - egula o y, wo k oge he o dic a e wha is
accep able o liquo ad e ise s and o p o ec ulne able popula ions. his conce n o public heal h in
ela ion o alcohol is echoed in cu en esea ch ha pe ains o alcohol ad e ising, o en ocusing on
unheal hy alcohol-consump ion habi s (noel e al., 2018), iolence ( angens ein e al., 2020) o how
ad e ising may each and a ec child en (aiken e al., 2018; Mcclu e e al., 2020). his ype o
public-heal h esea ch ex ends o he p o ession o ba ende s, who ha e a high a e o haza dous d ug
and alcohol consump ion (especially men; Bell & hadjie hy oulou, 2022).
cOgen BUsiness & ManageMen 3
each cus ome is unique and so is hei expe ience wi h he ba ende , who has a le el o disc e ion
in his o he se ice s yle. Ba ende s wo k closely wi h bo h cus ome s and he spi i s hemsel es in a
job akin o di ec sales. his pu s ba ende s on he on lines, in e ac ing di ec ly wi h consume s,
po en ially pe suading hem o pu chase speci ic spi i s o b ands. Due o hese in e ac ions, ba ende s
ha e been likened o s ee -le el bu eauc a s (Bu ik & u enges, 2018). a b and may y o inc ease sales
h ough b and ep esen a i es ha p o ide knowledge, aining and di ec sales o he ba ende s, c e-
a ing an indi ec link o he consume . o do his, he b and mus i s pe suade he ba ende , who in
u n pe suades he consume .
Theo e ical amewo k
in he mode n day, ma ke ing is a ely co e . consume s a e awa e ha hey a e being sold o o pe -
suaded, h oughou hei day. his can ake place digi ally, as a ge ed ads on ins ag am, in luence s,
sponso ed and app op ia ely hash- agged use gene a ed con en , email newsle e s o in he physical
wo ld such as billboa ds on he s ee , a ull-page sp ead in a magazine o a salespe son o e ing sam-
ples a he mall. Wi h his a he o e on o hei daily li es, consume s build an unde s anding o hese
pe suasion a emp s, which g ows and changes wi h social in luence and he collec ion o in o ma ion
– a gene al endency known as he Pe suasion knowledge Model (Figu e 1). labeled as ‘ a ge s’, consum-
e s each possess a unique combina ion o opic knowledge, ‘agen ’ knowledge and pe suasion knowl-
edge ha esul s in hei own pe suasion coping beha iou . Du ing a pe suasion episode, his is ma ched
agains he agen ’s own knowledge o he opic, pe suasion and he a ge , culmina ing in he agen ’s
pe suasion a emp . howe e , each o hese ypes o knowledge is malleable and can change o e he
cou se o he pe suasion episode (F ies ad & W igh , 1994).
Pe suasion knowledge is he mos s udied aspec o he Pe suasion knowledge Model, hough he
quan i a i e esea ch does no use a se me hod o measu emen (ham e al., 2015). Pe suasion knowl-
edge can be b oken down in o wo subca ego ies: concep ual pe suasion knowledge, which includes a
pe son’s comp ehension o in en and s a egy, and e alua i e pe suasion knowledge, which is swayed
by skep icism, pe sonal mo als and whe he o no one deems he pe suasion a emp app op ia e.
hese ca ego ies make up he i e de e minan s o pe suasion knowledge, which a e (1) belie s abou
psychological media o s, (2) belie s abou ma ke e s’ ac ics, (3) belie s abou one’s own coping ac ics,
(4) belie s abou he e ec i eness and app op ia eness o ma ke e s’ ac ics, and (5) belie s abou ma -
ke e s’ pe suasion goals and one’s own coping goals (F ies ad & W igh , 1994).
a ge s can eac nega i ely o pe suasion a emp s i hey a e cognizan o hei occu ence (Wei
e al., 2008). Fo his eason, edi o ial pe suasion a emp s esul ed in a highe pu chase in en han
ad e o ial o ad e ising in one s udy (a a an e al., 2015). Dis us o ad e ising can be mi iga ed
h ough di e en ypes o co e ma ke ing such as use -gene a ed con en , a popula ea u e o social
media ma ke ing campaigns (May ho e e al., 2020). howe e , paid sponso ship on social media ha is
deno ed wi h a disclaime can ac i a e concep ual pe suasion knowledge among consume s who now
ecognize ha hey a e being pe suaded (Boe man e al., 2017).
a a ge wi h a heigh ened le el o pe suasion knowledge is no always de imen al o a pe suasion
episode. subs an ial pe suasion knowledge can lead o a highe pe cei ed c edibili y o he agen (isaac
Figu e 1. Pe suasion Knowledge Model (F ies ad & W igh , 1994).
4 l. Wagn anD s. Penne
& g ayson, 2016). i he agen is seen as au hen ic, a i ma i e coping mechanisms may be used, such as
a willingness o ely on he agen ’s pe suasion a emp s (Bo che s e al., 2022). high pe suasion knowl-
edge may also mi iga e he ex en o which a a ge pe cei es sales p essu e, allowing hem o be e
cope (Zboja e al., 2021). Psychological media o s, such as building us o communica ing o he posi i e
emo ions, can also lead o posi i e coping beha iou s o a ge s (Moh & kühl, 2021).
i is assumed ha consume s hold alid opic a i udes; howe e , a ge s, wi h less opic knowledge
mo e eadily admi ha hey canno ely on hei own knowledge o he p oduc and he e o e a e mo e
likely o equi e addi ional esou ces o make a pu chasing decision (F ies ad & W igh , 1994). his allows
o expe s o a gi en opic, such as ba ende s, o p o ide his knowledge o he consume , b idging
he di ide.
Upon i s en e ing a pe suasion episode, a ge s and agen s ha e a ‘ge -acquain ed oppo uni y’
acco ding o F ies ad and W igh (1994), whe e hey de elop hei knowledge. a ge s’ pe cep ion o he
app op ia eness o he pe suade ’s ac ions can ha e long- e m e ec s on hei a i ude owa d he agen .
salespeople who apply oo much p essu e may ind ha i esul s in nega i e sa is ac ion and us ou -
comes (Zboja e al., 2016).
he sou ce o he pe suasion a emp can also change he pe cei ed c edibili y o an agen . a p io
s udy showed ha despi e ha ing mo e knowledge o in e ne ad e isemen s, consume s ound news-
pape s o be he mos c edible sou ce among newspape s, adio, in e ne , ele ision and magazines (J.
J. Moo e & odge s, 2005).
no conside ed in he o iginal Pe suasion knowledge Model a e addi ional ac o s ha migh a ec a
pe suasion a emp such as who is wi h he a ge . ele an o his s udy, social in luences can ha e an
e ec on a consume s’ in en ions o pu chase p emium alcohol, especially o hose who a e b and con-
scious o s a us-d i en (cunningham, 2023).
Fo ba ende s who ac as bo h agen and a ge in hei wo k, wha e ec do he pe suasion a emp s
om b and ep esen a i es ha e on hei wo k expe ience and subsequen pe suasion a emp s wi h he
inal consume ? how does he Pe suasion knowledge Model unc ion in his con ex ? as he a ge ,
ba ende s wo k closely alongside b and ep esen a i es who manage hei accoun s and use a ious
o ms o o e pe suasion. Due o hei high opic knowledge, as well as he po en ial o an
e e -inc easing agen knowledge, ba ende s may no be in luenced by pe suasion a emp s in a ypical
ashion. as he agen , ba ende s use a ious o ms o pe suasion wi h he cus ome . hei as opic
knowledge and a ge knowledge may allow hem o le e age genuine and passiona e pe suasion
a emp s wi h consume s. his esea ch explo es he Pe suasion knowledge Model om he pe spec i e
o someone who ac s as bo h agen and a ge in he se ice indus y.
Me hodology
Quali a i e da a collec ion was chosen o allow pa icipan s o desc ibe hei expe iences as b oadly as
possible and o sha e s o ies in hei own wo ds, enabling iche insigh s in o his phenomenon. in-dep h,
semi-s uc u ed in e iews we e app op ia e o his esea ch o bes unde s and he li ed expe iences
o ba ende s. he use o quali a i e in e iews acili a ed a hema ic analysis o allow heo y-d i en ind-
ings o po en ially eme ge om he esea ch ques ions (B aun & cla ke, 2006).
Pa icipan s
in o al, se en in-dep h, quali a i e in e iews we e conduc ed wi h ba ende s om di e en ba s
ac oss canada. he in e iews in ol ed six males and one emale (appendix a). he ec ui ed pa ici-
pan s we e chosen o hei p ominence in he canadian cock ail indus y. Pu posi e sampling ech-
nique, using selec c i e ia, was used o his s udy. c i e ia o pa icipa ion included being a
well-es ablished ba ende in canada, hey had o wo k in an acclaimed ba wi h a c a -cock ail hea y
menu, and ha e expe ience wo king di ec ly wi h b and ep esen a i es. a e we ecei ed s udy
app o al om he ins i u ion’s human e hics e iew Boa d (P o ocol # he18392), pa icipan s we e
ec ui ed h ough ins ag am Di ec Messages. Upon ag eeing o be in e iewed, pa icipan s we e
in i ed o a p i a e Zoom call. hey we e en e ed in o a d aw o a $200 gi ca d. W i en consen was
cOgen BUsiness & ManageMen 5
p o ided ia email h ough a signed consen o m be o e he indi idual in e iews commenced. names
o pa icipan s ha e been changed in his jou nal a icle o allow o anonymi y. Pu posi e sampling
was used as his was a e y speci ic homogenous g oup being explo ed and a limi a ion o his ype
o sampling is i can be ine ec i e o la ge popula ions. as well, i is impo an o no e ha his ype
o sampling can also manipula e he da a being collec ed which could po en ially be seen in he pe -
sonal b anding heme ha eme ged, as pa icipan s we e all ec ui ed h ough social media.
Da a collec ion
he in e iew ques ions we e based on a li e a u e e iew on pe suasion and consume s yle in en o y
(sp o les & kendall, 1986). he in e iew guide was c ea ed o allow o heo e ical explo a ion o pe -
suasion, as well as o pa icipan s o sha e b oad hough s and eelings o u he assessmen . he
in e iew ques ions we e semi-s uc u ed, and pa icipan s we e encou aged o sha e hei s o y abou
how hey became a ba ende and any and all expe iences hey ha e had wi h b and ep esen a i es,
ela ionship de elopmen , and hough s on pe suasion as bo h he one being pe suaded o pu chase
alcohol o hei ba and he one pe suading consume s o pu chase alcohol. Be o e hei in e iew pa -
icipan s we e in o med o he pu pose o he s udy and signed he consen o m. each in e iew was
audio and/o ideo eco ded and la e digi ally ansc ibed. in e iews las ed be ween 33 and 85 minu es,
no including b ie ing p io o and deb ie ing ollowing he in e iew. as hema ic analysis can use he
ounda ion o g ounded heo y me hod (cha maz, 2006), each in e iew was analyzed be o e mo ing on
o he nex . his p o ided an oppo uni y o adap ques ions. a e he ou h in e iew, he esea ch
eam began seeing hemes eme ge and adap ed he que ies o di e deepe in o he esea ch ques ion
and indings.
Da a analysis
a hema ic analysis, employing he se en-phase s a egy, was used o analyze he da a (lochmille &
les e , 2017). his allowed o he c ea ion o b oad desc ip i e hemes ha e lec he o e all unde -
s anding o he da a in ela ion o he Pe suasion knowledge Model. Phase one included conduc ing he
in e iews, ga he ing he audio/ ideo iles in o one loca ion, a s uc u ed naming p o ocol, and all doc-
umen a ion o c ea o , da e o collec ion and s o age loca ion. Fo phase wo, au oma ed e ba im an-
sc ip ion was conduc ed. Fo phases h ee and ou , o become amilia wi h he da a, bo h membe s o
he esea ch eam ead he ansc ip s, c ea ing obse a ion no es and w i ing de ailed memos o hei
hough s. he eam me a e each in e iew o e iew hese memos oge he . Phase i e was coding he
da a, whe e key s a emen s and expe iences o analy ical impo ance we e iden i ied. his was also done
sepa a ely and hen discussed join ly by he esea che s, whe e connec ions be ween in e iews began
o o m. Phase six in ol ed he esea che s using hei coded sec ions o de e mine he gene al hemes
hey we e seeing in he da a, explo ing how he codes we e ela ing o o con as ing wi h each o he .
his again was done h ough ongoing mee ings. Phase se en in ol ed ensu ing anspa ency in he
analy ic p ocess, accomplished h ough he ongoing collabo a i e discussions o e e y in e iew, he
adap a ion o in e iew ques ions as in o ma ion om he da a eme ged and ongoing documen a ion o
he p ocess.
in e iew ques ions we e ini ially s uc u ed o build a ounda ion o knowledge o he p ac ical ela-
ionship be ween he ba ende s and b and ep esen a i es and ouched on he pe cep ion o being
ma ke ed o e sus ma ke ing o cus ome s (appendix B). Ques ions we e adjus ed as da a collec ion
con inued o accoun o hema ic de elopmen , allowing u he analysis in o he ba ende s’ pe cep ion
o hese ela ionships. Ques ions anged om hei expe ience behind he ba , hei eelings abou pe -
suasion a emp s as bo h he a ge and agen and hei p e e ences o quali ies amongs b and
ep esen a i es.
Following each in e iew, he eco dings we e iewed indi idually o ini ial hough s, hen analyzed
by bo h esea che s oge he , looking o eme ging hemes ha ela ed pa icipan s’ answe s o one
ano he . no iceable hemes appea ed quickly, wi h he ba ende s echoing e y simila sen imen s abou
6 l. Wagn anD s. Penne
many opics. in he end, ou majo hemes we e ubiqui ous in he in e iews and we e applied o he
exis ing amewo k o he Pe suasion knowledge Model.
Themes
Passion
One o he i s hemes o eme ge was he passion ha de ined he ba ende s’ genuine lo e o hei
c a and ca ee . Many had deg ees and ca ee s ha hey le behind o pu sue ba ending, such as
ma ke ing, music and sociology. O he s had ound hei passion ea ly and pu sued his ca ee since ea ly
adul hood. hun e spoke o his passion: ‘i always had a lo e o ba ending. always, always, always’. he
was no he only one o use he wo d ‘lo e’. ‘i lo e ba ending. like, i lo e o be he e and ha e a gues
in e ac ion’, said adam. his passion is a angible eeling o he ba ende s. B andon said, ‘i ge a genu-
ine ush’.
Passion is a highly desi able ai in b and ep esen a i es. he ba ende s we e passiona e, and hey
wan ed o see ha same passion in hei b and ep esen a i es. Becca spoke abou he impo ance o
passion o a b and ep esen a i e o adep ly pe suade he , saying, ‘Passion bege s passion’. Fo hun e ,
his passion changed his pe cep ion o he b and ep esen a i e om he ou se , p iming him o be
pe suaded; he said, ‘i can ell when someone is going o success ully sell me some hing because hey’ e
made i hei job o be in lo e wi h o o be passiona e abou he hing ha hey a e now b inging o
sell me’.
While he pa icipan s all conside ed passion o be a ai ha hey ound impo an in hei pe cep-
ion o a b and ep esen a i e, hei passion o spi i s did no mo i a e hem o wan o become a
b and ep esen a i e hemsel es. adam men ioned he was de e ed om being a b and ep esen a i e
because he p e e ed ‘ o no be beholden o one spi i o he o he ’ and added ‘ he e’s no a b and ha
i’m passiona e enough’ o become a ep esen a i e o . B andon exp essed simila sen imen s, saying, ‘i
would ne e wan o so mysel o some hing pa icula and hen kinda like pigeonhole in a pa icula
spi i o di ec ion. i like o be lexible’. he ba ende s app ecia e he c ea i e and au onomous na u e o
ba ending.
his passion is especially no able when you conside some o he less- han-ideal pa s o he ole. in
pas quali a i e s udies, ba ende s ha e poin ed o s ess om he posi ion as one o he easons ha
hey d ink, o en imes o wha is conside ed a haza dous le el (Bu ik & sche els, 2019). O he ac o s
ba ende s mus deal wi h on a daily basis a e inc eased ins ances o sexual ha assmen (klein e al.,
2021) and non- adi ional wo k hou s ( . s. Moo e e al., 2009).
Pu ism
in ou con ex , pu ism e e s o a ocus on p oduc quali y and he expe ience o he consume , and no
wha he ‘selle ’ ge s ou o he ela ionship. a pa icipan sel -desc ibed his app oach o he p o ession
as ‘pu ism’. Da yl said, ‘i y o be a pu is and i do lo e he p oduc i s ’. his in o med his ela ionships
wi h bo h b and ep esen a i es and cus ome s. his mo i a ion came om a desi e o gi e he bes
possible p oduc and expe ience o he cus ome . hough o he ba ende s did no use his e minology,
he sen imen s we e echoed in hei desi e o i s and o emos gene a e an ideal expe ience o he
cus ome . Becca said, ‘i pou spi i s bu i’m ac ually p o iding an expe ience’.
We hea d h ough all he in e iews how he ba ende s lis ened o hei cus ome s, some imes
co e ly, o ensu e ha hey we e gi ing pe sonalized se ice – a se ice ha pa ially elied on he
knowledge and p oduc s p o ided o hem by he b and ep esen a i es. Fo some, his was ega ded as
a majo bene i o he ela ionship. howe e , i he b and ep esen a i e was unable o impa use ul
knowledge, he ba ende s we e mo e dismissi e o hem. Da yl no ed he would o go po en ial bene i s
o e ed by b and ep esen a i es, such as me chandise o discoun s, in o de o b ing in he bes p oduc
i i was no in he b and ep esen a i e’s po olio.
When discussing whe he he pa icipan s engaged in pe suasion, he answe was o en ha hey did
so subconsciously. When asked i he uses pe suasion skills, B andon said, ‘Possibly unin en ionally. Yes. i
cOgen BUsiness & ManageMen 7
like o hink ha i jus p o ide wha people wan o i help hem a i e a a des ina ion o wha hey
wan ’. his pu ism leads o a mo i a ion o p o ide his se ice o easons o he han inancial gain.
While he ba ende s a e paid o hei expe ise, bo h in wage and ips, ew y o in la e he bill spe-
ci ically o ge a la ge ip.
Pe suasion was o en acknowledged only as some hing he ba ende s engaged in when hey hough
i was bene icial o he cus ome . While he ba ende s ag eed hey had a highe le el o expe ise han
he consume s, hey no ed ha he consume s we e expe s in hei own pe sonal as e. no ma e he
quali y o a spi i o cock ail, wha was mos impo an was ca e ing o he as e o he cus ome , e en
i i mean using an objec i ely wo se spi i . hun e said, ‘i i’m pushing any hing, i ’s because i genuinely
hink ha he pe son needs i o will enjoy i ’. his speaks o hei pu is mo i a ions in how and when
hey choose o pe suade hei cus ome s.
S o y elling
When he pa icipan s did engage in conscious pe suasion a emp s, hey o en employed he use o
s o y elling. adam s a ed, ‘i ’s he s o y ha sells i ’. he pa icipan s sha ed s o ies du ing he in e iews
ha had changed how hey pe cei ed p oduc s. ‘i’ e ne e ca ed o he la ou o Ouzo in my li e un il
i had a g eek enan alk o me abou his lo e o Ouzo, and how his amily used o d ink i , and why
hey d ink i ’, hun e men ioned.
in some ins ances, he pe suasion did no always cen e on he quali y o he spi i . ‘You ha e some
o he pala e s u bu again i usually s ands ou mo e, he s o ies, han he ac ual pala e s u ’, said
Da yl, especially when he pa icipan knew ha hey ca ied mo e expe ise han hei ‘ a ge ’. he use
o s o y elling wo ks in conjunc ion wi h he pu is app oach in c ea ing a unique and ewa ding cus-
ome expe ience.
s o y elling was some hing hey enjoyed when hey we e he a ge o a pe suasion a emp by a
b and ep esen a i e. his ype o pe suasion empowe ed he ba ende s wi h in o ma ion ha hey
could hen sha e wi h hei cus ome s. al hough ba ende s can d aw hei own conclusions on he
quali y and la ou p o iles o he spi i s, he s o y elling o he dis ille y’s p ac ices and his o y was a
componen ha hey we e mo e elian on he b and ep esen a i e o .
hea ing he b and ep esen a i e elay s o ies eally d o e he poin home abou he impo ance o
passion, knowledge and pe sonali y, all o which he ba ende s deemed impo an in he makeup o a
b and ep esen a i e. While quali a i e s udies ha e shown ha s o y elling can bols e co po a e p ide
o in e nal s akeholde s (nyagadza e al., 2020), he ba ende s show ha his p ide can ha e a spillo e
e ec , as hey espond posi i ely o he b and ep esen a i es’ s o y elling.
B and ep esen a i es also ga e hem oppo uni ies o c ea e hei own s o ies. B and-sponso ed ips
a e one way ha ba ende s can c ea e unique s o ies su ounding a b and and building b and loyal y.
‘i ’s pa o i s educa ion and when you ha e all ha educa ion, i mean, i de ini ely in luences you
unde s anding o he p oduc and you’ e mo e willing o use i ’, said homas. ips a e some imes gi en
as p izes o cock ail compe i ions. ‘i can do a side-by-side as ing o , you know, wo p oduc s and i can
alk mo e abou hei p oduc and he as e p o ile han he o he one. Jus pu ely because i spen h ee
days ou a he dis ille y and i did as ings wi h all he igh people’, said Max abou his abili y o sell
Pa on o e o he b ands o equila, hanks o a b and-sponso ed ip.
Pe sonal b anding
ano he heme ha a ose om he in e iews was he concep o pe sonal b anding. Whe eas he ba -
ende s a e employed by he ba s hey wo k in, we disco e ed ha hey o en ac as sepa a e en i ies
om he ba . When speaking, he ba ende s sepa a ed hemsel es om hei ba . Fo example, when
asked i b and ep esen a i es ha e done hem a a ou , B andon cla i ied hey did he ba a a ou , no
him. he also said, ‘i ha e a ision o wha i wan o do, and i li e o se e he ision’. O he pa icipan s
we e mo e di ec when alking abou hei pe sonal b anding. Max said, ‘i y o build a b and a ound
mysel ’.
14 l. Wagn anD s. Penne
Appendix A. Demog aphics o in e iew pa icipan s
in e iew numbe name age gende
1 Hun e 31 Male
2 Da yl 39 Male
3 homas 45 Male
4 Becca 34 Female
5 B andon 31 Male
6 Max 33 Male
7 adam 38 Male
Appendix B. In e iew ques ions
Planned Ques ions in e iew numbe
ell me how you became a ba ende and how long ha e you been
wo king in he indus y?
1, 2, 3, 4, 5, 6, 7
How did you come in o he ole o buying spi i s? 1, 2, 3, 4
Can you desc ibe you se ice s yle and how ha helps you ind he bes
p oduc o he cus ome ?
5, 6, 7
Can you ecall you i s expe ience wi h sales o ma ke ing encou aging
you o buy a ce ain b and?
1, 2, 3, 4
How a e ela ionships o med wi h b and ep esen a i es? 5, 6, 7
When and how do mee ings wi h b and ep esen a i es occu ? 1, 2, 3, 4
Wha kind o ela ionships a e o med wi h b and ep esen a i es? 1, 2, 3, 4
How do hese ela ionships s a ? 1, 2, 3, 4
How do you see you ole in he ela ionship? 1, 2, 3, 4, 5, 6, 7
Who bene i s om hese ela ionships? 1, 2, 3, 4, 5, 6, 7
Do ela ionships s ay s ic ly p o essional, and i no , how do hey
change?
5, 6, 7
Who do you eel has mo e powe in he ela ionship and does his
change?
5, 6, 7
Wha kind o hings do you as a ba ende pay a en ion o in you
decision making o pu chasing spi i s o he ba ?
1, 2, 3, 4
Ha e you oles o ac i i ies su ounding he pu chasing o ma ke ing o
spi i s changed o e ime?
1, 2, 3, 4
How do you eel abou in luence s in he c a cock ail indus y? 4
Ha e you hough s and eelings on b and ep esen a i es changed o e
ime?
1, 2, 3, 4
Ha e you e e done a a ou o a b and ep esen a i e? 5, 6, 7
Ha e you e e asked o a a ou om a b and ep esen a i e? 5, 6, 7
in e ms o you opinion o a b and ep esen a i e, wha ole does
knowledge play?
5, 6, 7
in e ms o you opinion o a b and ep esen a i e, wha ole does
passion play?
5, 6, 7
in e ms o you opinion o a b and ep esen a i e, wha ole does
pe sonali y play?
5, 6, 7
Wha ai s do you weigh mos hea ily in a b and ep esen a i e? 5, 6, 7
Do you us b and ep esen a i es? 5, 6, 7
How do hey build us ? 5, 6, 7
Does anyone else in luence you pu chasing decisions when s ocking he
ba ?
5, 6, 7
Wha a e you goals when s ocking he ba ? 3, 4, 5, 6, 7
Do b and ep esen a i es ha e an impac on hese goals? 5, 6, 7
Desc ibe you le el o expe ise wi h liquo . 1, 2, 3, 4
Desc ibe you cus ome s’ le el o expe ise wi h liquo . 1, 2, 3, 4
Desc ibe you b and ep esen a i es’ le el o expe ise wi h liquo . 1, 2, 3, 4
Wha a e he mos help ul aspec s o a b and ep esen a i e’s job? 5, 6, 7
Ha e you e e el an obliga ion o a b and ep esen a i e? 5, 6, 7
Ha e b and ep esen a i es helped imp o e you as a ba ende ? 5, 6, 7
Ha e b and ep esen a i es helped imp o e you job sa is ac ion? 5, 6, 7
Would you become a b and ep esen a i e? 5, 6, 7
Would you conside b and ep esen a i es impo an o you ca ee ? 5, 6, 7
Desc ibe you se ice s yle as a ba ende . 1, 2, 3, 4
Do you use ma ke ing o pe suasion o con ince you cus ome s o
pu chase a pa icula spi i ?
1, 2, 3, 4, 5, 6, 7
Do you y o sell pa icula spi i s o imp o e you ips? 5, 6, 7
Do you y o sell pa icula spi i s o help he ba sell mo e? 5, 6, 7
Do you y o upsell you cus ome s? 1, 2, 3, 4
Do you hink he ac ions o me hods o b and ep esen a i es a ec how
you elay in o ma ion o a cus ome ?
1, 2, 3, 4
