Sex-Labeling of Selling Jobs and their Applicants |
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| Authors: | Lucette B Comer Marvin A Jolson |
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| Institution: | 1. Lucette B. Comer (M.B.A. University of Maryland) holds degrees from Wellesley College and Sarah Lawrence College and is currently a doctoral candidate and assistant instructor of marketing at the University of Maryland. Her research interests are in the areas of personal selling, sales management, and consumer behavior. She is especially interested in the roles of females as salespeople and sales executives.;2. Marvin A. Jolson (D.B.A. University of Maryland) is Professor of Marketing at the University of Maryland and the past editor of The Journal of Personal Selling and Sales Management. He is a former Senior Vice President with Encyclopaedia Britannica, Inc., and his consulting activities focus on problems and needs in the areas of personal selling. Two of Dr. Jolson's texts are in the area of sales management and his articles have appeared in Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Journal of Business Research, Business Horizons, California Management Review, and others. |
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| Abstract: | AbstractBy use of the Bern Sex-Role Inventory (BSRI), students were classified in terms of their self-described sex-role personalities (e.g., masculine, feminine, or androgynous) as well as by their relative career interests in each of five distinct selling positions. Results revealed a strong desire on the part of the female students to invade male-dominated selling strongholds. But the reverse was not true. The findings are generally predictive of the broadening of the scope of interests of female graduates seeking entry positions in selling. |
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