Framing offer-related actions as assistance at jewelry stores in Japan

While most of the studies on assistance in talk-in-interaction from the conversation analytic perspective presuppose that the actor who receives assistance already has or is expected to have problems, issues, needs, or demands, assistance can be offered without the expression or existence of plausible expectations of problems, issues, needs, or demands. Using the methodology of conversation analysis, this study explores how service providers frame their offer-related actions as assistance without the customer’s expression of concrete needs or demands or their expected emergence by analyzing the sequences in which salespersons offered customers to try the jewelry. The results of the analysis show that salespersons were motivated to execute pull-based offer-related actions in which assistance is provided in response to the expression or anticipation of customer needs, as they could lead to successful sales outcomes. Salespersons employed various techniques to frame their offer-related actions as assistance.