Effects of Self-Monitoring and Similarity on Salesperson Inferential Processes

Fine, Leslie M.; Gardial, Sarah Fisher
September 1990
Journal of Personal Selling & Sales Management;Fall90, Vol. 10 Issue 4, p7
Academic Journal
Previous salesperson research has examined how situational and dyadic differences might influence the outcomes associated with the buyer-seller relationship. However, less has been done to establish why these outcomes varied. This research helps to position self-monitoring and similarity as factors which affect the processes employed by salespersons to guide their interactions with customers. Specifically, it suggests these two variables affect the generation and use of customer inferences, and in turn the salesperson's perceptions of potential outcomes. Several study limitations should be noted. First, only attitudinal similarity was examined here, and thus the ability to generalize to other types of similarity is not clear. Second, the nature of the experiment. particularly the role playing situation, generally should be viewed with caution. Field studies during sales interactions would strengthen these results. Finally, the study could also benefit from replication across a number of different industries and types of sales situations.


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