Optimists may trust salespeople more

Optimistic people may trust salespeople more than those who have a less positive view of the world, new research has suggested. However, the study - which has been published in the Journal of Consumer Research - found this only to be the case once a person has made a purchase.

The report was authored by Andrew Wilson of Saint Mary's College of California - which was founded in 1863 by the Roman Catholic Archdiocese - and Peter Darke from York University, who noted people are at greater risk of making a bad decision when it comes to dealing with salesmen because of the ulterior motives such traders have to push through a transaction.

Participants in the investigation were asked whether or not they believe people tend to get what they deserve in this world and noted: "After making a choice, individuals who believed in a just world trusted the salesperson more than those who did not hold this belief."

Professor Lynn Myers of Brunel University, a Chartered Psychologist, commented: "Research has shown that many optimists use various ways to avoid negative feelings (such as anxiety and anger), especially when these feelings concern themselves.

"If after making a purchase, an optimist believes that the salesperson was honest and true and the purchase was a good one, this is a positive outcome and could help them avoid negative feelings.

"However, negative feelings would probably happen to them if they felt that the salesperson had given them bad advice.

"If a purchase hadn't been made, there would be no potential for feeling negative about themselves."