Sales Managers' Goal Commitment Correlates

Oliver, Richard L.; Brief, Arthur P.
May 1983
Journal of Personal Selling & Sales Management;May83, Vol. 3 Issue 1, p11
Academic Journal
The article discusses the perception of goal commitment in sales personnel to motivational, organizational, and demographic variables. A theory of goal setting specifies relationships between the nature of one's goal and task performance. But it has been argued that mere awareness of a goal is an insufficient condition to cause that goal to acquire the regulatory properties. Prior to a goal acquiring motivational characteristics, it is necessary that the individual become committed to the goal. The sales executive who would wish to employ goal setting theory in his firm should be more properly concerned with commitment to goals defined by the organization and not, necessarily, with commitment to goals established by individual sales managers or salespersons. It is predicted that the degree to which one is committed to an organizational goal is positively correlated with expectancy, a perceived effort that leads to goal accomplishment linkage; valences, anticipated levels of satisfaction associated with job outcomes; and instrumentalities, perceived goal accomplishment that leads to outcome linkages.


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