An Examination of Instrumental and Expressive Traits on Performance: The Mediating Role of Learning,Prove, and Avoid Goal Orientations

Instrumental and expressive (I/E) traits represent stereotypical masculine and feminine personality characteristics that are exhibited at varying levels in both genders, with instrumentality representing masculine traits and expressiveness representing feminine traits (Jolson and Comer 1997). The authors propose and empirically test a theoretical model that identifies salesperson learning, prove, and avoid goal orientations as mediators of I/E traits and performance. Findings indicated that goal orientation fully mediated the instrumental to performance relationship and partially mediated the expressiveness to performance relationship. It was also found that salespeople who have high levels of both instrumental and expressive traits (termed androgynous) were high in learning and prove orientations and low in avoid orientation. In turn, learning and prove orientations had a positive influence on performance, while avoid orientation was not significantly related to performance. Theoretical and managerial implications are discussed.