TITLE

Signal Detection Theory and Sales Effectiveness

AUTHOR(S)
Knowles, Patricia A.; Grove, Stephen J.; Keck, Kay
PUB. DATE
March 1994
SOURCE
Journal of Personal Selling & Sales Management;Spring94, Vol. 14 Issue 2, p1
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The salesperson who is engaged in an adaptive selling effort often finds hind herself in a complex circumstance wrought with uncertainty. To negotiate the sales encounter successfully, the individual must call upon perceptual and cognitive skills in order to respond effectively to cues of possible events. The dynamics of this elaborate process are aptly detailed in a framework from psychophysics called "Signal Detection Theory" (SDT). The following article explores the potential contribution that SDT offers for adaptive selling and sales management. Explanations of why SDT is a reasonable addition to the adaptive selling literature are presented, propositions concerning SDT's role in effective selling are posited, and SDT-related sales management issues and implications are examined.
ACCESSION #
9412191761

 

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