Salesperson authenticity and gender-based perceptions: an international study

dc.contributor.authorStros, Michael
dc.contributor.authorHeinze, Timothy
dc.contributor.authorŘíha, David
dc.contributor.authorMöslein-Tröppner, Bodo
dc.contributor.authorŘíhová, Elena
dc.contributor.authorLim, Leng Khim (Lynn)
dc.date.accessioned2024-05-10T07:12:50Z
dc.date.available2024-05-10T07:12:50Z
dc.date.issued2020
dc.description.abstractMirroring 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.
dc.identifier.doihttps://doi.org/10.15549/jeecar.v7i1.398
dc.identifier.issn2328-8280
dc.identifier.issn2328-8272
dc.identifier.urihttps://irf.fhnw.ch/handle/11654/42971
dc.identifier.urihttps://doi.org/10.26041/fhnw-6936
dc.issue1
dc.language.isoen
dc.publisherInstitute of Eastern Europe and Central Asia
dc.relation.ispartofJournal of Eastern European and Central Asian Research
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.spatialMinnesota
dc.subject.ddc330 - Wirtschaft
dc.titleSalesperson authenticity and gender-based perceptions: an international study
dc.type01A - Beitrag in wissenschaftlicher Zeitschrift
dc.volume7
dspace.entity.typePublication
fhnw.InventedHereYes
fhnw.ReviewTypeAnonymous ex ante peer review of a complete publication
fhnw.affiliation.hochschuleHochschule für Wirtschaftde_CH
fhnw.affiliation.institutInstitute for Competitiveness and Communicationde_CH
fhnw.openAccessCategoryGold
fhnw.pagination137-149
fhnw.publicationStatePublished
relation.isAuthorOfPublication8f165fdd-9bc7-41f7-8435-b4096d1042a1
relation.isAuthorOfPublication.latestForDiscovery8f165fdd-9bc7-41f7-8435-b4096d1042a1
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