TITLE

Salesperson Evaluation: A Systematic Structure for Reducing Judgmental Biases

AUTHOR(S)
Gentry, James W.; Mowen, John C.; Tasaki, Lori
PUB. DATE
March 1991
SOURCE
Journal of Personal Selling & Sales Management;Spring91, Vol. 11 Issue 2, p27
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Cognitive biases affect the evaluation of performance in all managerial areas, and the evaluation of sales personnel is especially problematic due to its unique nature. A model of the sales force evaluation process is presented and is used to provide a framework for discussing common biases affecting the expectations of the sales manager. Suggestions are made as to how one can mitigate the effects of the use of sub-optimal decision heuristics, and propositions are presented with the intent of noting future areas of study.
ACCESSION #
6652510

 

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