Salesperson authenticity and gender-based perceptions: an international study
| Autor: | Bodo Möslein-Tröppner, Timothy Heinze, Lynn L. K. Lim, Michael Stros, David Říha, Elena Říhová |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Marketing
Spoken word Organizational Behavior and Human Resource Management Economics and Econometrics Gender diversity Strategy and Management media_common.quotation_subject 05 social sciences Sample (statistics) Interpersonal communication lcsh:Business Body language Sales authenticity gender body language spoken word Perception 0502 economics and business Workforce 050211 marketing Business and International Management Psychology lcsh:HF5001-6182 Social psychology 050203 business & management Finance media_common Mirroring |
| Zdroj: | Journal of Eastern European and Central Asian Research, Vol 7, Iss 1 (2020) |
| ISSN: | 2328-8280 2328-8272 |
| Popis: | Mirroring the increasing percentage of women in the professional workforce, the number of females in sales has dramatically risen in recent years. The growth of gender diversity within the world of B-to-B buying and selling requires an examination of potential gender effects associated with interpersonal communications. The latter influences perceptions of authenticity, which in turn, influence sales effectiveness. The current study uses an international sample to review interpersonal communication drivers that are associated with buyer perceptions of salesperson authenticity. Gender differences associated with the processing of body language and the spoken word are particularly examined. Results indicate that, in high-involvement sales situations, female perceptions of salesperson authenticity are highly influenced by salesperson body language. Male perceptions, conversely, are more heavily influenced by the spoken word. Implications for sales training are provided. |
| Databáze: | OpenAIRE |
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