Salesperson authenticity and gender-based perceptions: an international study
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Author (Corporation)
Publication date
2020
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Type
01A - Journal article
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Parent work
Journal of Eastern European and Central Asian Research
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DOI of the original publication
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Series
Series number
Volume
7
Issue / Number
1
Pages / Duration
137-149
Patent number
Publisher / Publishing institution
Institute of Eastern Europe and Central Asia
Place of publication / Event location
Minnesota
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Abstract
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.
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ISBN
ISSN
2328-8280
2328-8272
2328-8272
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Gold
License
Citation
Stros, M., Heinze, T., Říha, D., Möslein-Tröppner, B., Říhová, E., & Lim, L. K. (. (2020). Salesperson authenticity and gender-based perceptions: an international study. Journal of Eastern European and Central Asian Research, 7(1), 137–149. https://doi.org/10.15549/jeecar.v7i1.398