Media as Factor in Student Perceptions for Sales Jobs: A Framework for Research

Waldeck, Nancy E.; Pullins, Ellen Bolman; Houlette, Melissa
September 2010
Journal of Personal Selling & Sales Management;Fall2010, Vol. 30 Issue 4, p343
Academic Journal
Acting on the needs of recruiters and employers, researchers have identified factors affecting student perceptions of professional sales jobs. Although implicitly understood by most academics, how media shapes negative perceptions and under what conditions has not been systematically explored, and a theoretical explanation has not been developed. Despite improved sales educational opportunities and a changing role for salespeople, negative perceptions persist. Therefore a theoretical understanding is needed so that appropriate strategies and tactics can be developed to change them at both the recruiter level and in a more global sense. Combining psychological and media theories, this paper develops a framework for understanding the key factors forming sales job perceptions. Research propositions are developed, and the practical importance of work in this area is highlighted.


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