Cognitive Style as an Antecedent to Adaptiveness,Customer Orientation,and Self-Perceived Selling Performance |
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Authors: | Roger P McIntyre Reid P Claxton Kenneth Anselmi Edward W Wheatley |
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Institution: | (1) East Carolina University, USA;(2) Department of Marketing, East Carolina University, 3414 General Classroom Building, Greenville, NC, 27858-4353 |
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Abstract: | Data from 396 real estate salespeople offer structural model evidence of the antecedence of salesperson cognitive style (Jung, 1971) to adaptive selling behavior, and to sales orientation-customer orientation and self-perceived selling performance. Four hypotheses were supported: Salespeople who prefer information intake by intuiting (rather than sensing) and information processing/decision-making by thinking (rather than feeling) were found to be more likely to practice adaptive selling; the more adaptive selling was practiced, the greater customer orientation became; and the greater the customer orientation, the better the self-perceived selling performance. Implications exist for salesperson training, management, and motivation research. |
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