TITLE

An Exploratory Study of Gender and Age Matching in the Salesperson-Prospective Customer Dyad: Testing Similarity-Performance Predictions

AUTHOR(S)
Dwyer, Sean; Richard, Orlando; Shepherd, C. David
PUB. DATE
September 1998
SOURCE
Journal of Personal Selling & Sales Management;Fall98, Vol. 18 Issue 4, p55
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The increasingly diversified composition of the sales force poses one of the most challenging organizational issues of our time. Employing similarity-attraction theory and social identity theory, this study provides theoretical foundations for: (1) investigating salesperson preferences for selling to similar others; and (2) exploring the dynamic nature of these preferences as they relate to sales performance. The results of an empirical study using a sample drawn from insurance sales indicated that salespeople are primarily attracted to prospects who are similar to themselves in terms of age and gender. However, contrary to predictions, buyer/seller age similarity was found to have no impact on sales performance, while gender mismatch in the sales dyad was found to actually enhance performance.
ACCESSION #
1343543

 

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