Evaluating Sales Personnel: An Attribution Theory Perspective
Journal of Personal Selling and Sales Management(2013)
摘要
Using attribution theory, this study examines the influence internal (salesperson) and external (situation) information has on sales managers' causal attributions of and reactions to a salesperson's failure to close a sale. The findings of the investigation suggest that sales managers were more likely to make internal attributions for failure when the salesperson had a poor, rather than a good, work history and external attributions when the salesperson had a good, rather than a poor, work history. In addition, sales managers were more likely to make external attributions for failure when the salesperson faced a high, rather than a low, task difficulty and internal attributions when the salesperson faced a low, rather than a high, task difficulty. Finally, sales managers responded to the failure by directing their attention at the salesperson or the situation.
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