Regulatory Focus and Individual Sales Performance of Field Marketers: A Constructive Replication

abstract

We tested whether field marketers’ regulatory focus predicted their performance. Promotion focus spurs eagerness (acting on opportunity, to advance), whereas prevention focus spurs vigilance (not acting, to maintain security). When sales work involves approaching as many new buyers as possible for single transactions (and little else), promotion focus is well suited for sales performance, and prevention focus is counterproductive. Accordingly, prior research found that promotion focus positively, and prevention focus negatively, predicts performance in such a context. We attempt constructive replication of these findings using stronger methodology. Our study (N?=?156) showed that promotion focus positively, and prevention focus negatively, predicted performance. The study replicated previous findings and showed similar, though in most cases slightly smaller, effect sizes than the original study.