Michael J. Swenson

Social values and salesperson performance: An empirical examination

Although social values have been used increasingly in consumer research, their utility in sales management research has received little attention. Using a national sample of industrial salespeople, the authors evaluate several hypotheses, developed from social adaptation theory and a theoretical framework of values domain, regarding the incremental ability of the List of Values (LOV) to predict salesperson performance beyond adaptive selling (ADAPTS) and customer orientation (SOCO). The LOV shows promise as a tool by which salesperson performance can be predicted. Managerial implications are discussed, and suggestions for future research are presented.

Using Technology to Increase Student Preparation for and Participation in Marketing Courses: The Random Selector Model

Extant research demonstrates how technology can support and augment traditional classroom teaching and improve learning. This paper introduces the Random Selector Model—a random selection technology tool—as a method for marketing educators to increase students’ preparation for and participation in class discussion. The Random Selector Model enables the instructor to select individual students or teams of students to participate in class discussion. Because the method is random, students view this approach as an interesting probability problem that motivates them to prepare in anticipation of being selected. Applications of the technology for the undergraduate marketing principles course and the MBA marketing management course are delineated. Students’ reactions to the method and technology are noted.

Student Preferences for Sales Careers Around the Pacific Rim

Abstract This study compares sales and marketing career perceptions and preferences of business students in the United States, New Zealand, and the Philippines. In all three countries students most preferred marketing management as a career path, while few, if any, selected industrial sales. In contrast to prior U.S. studies, grade-point average correlated in a mixed fashion with sales career preference. Students, in all three groups, utilized negative sales descriptors such as “stressful,” “boring,” and “pushy.” Based upon these findings, students do not appear to accurately understand the role played by industrial salespersons. Findings and implications for industrial marketers are presented.

Is a central tendency error inherent in the use of semantic differential scales in different cultures

This paper examines the effect of alternative scale formats on reporting the nature and extent of attitudes toward grocery supermarkets on bipolar semantic differential measurement scales. A traditional one-stage format and an alternative two-stage format were tested in two studies conducted in different countries. In general, the two-stage format generated the greatest percentage of extreme-position (i.e. greatest amount) responses across scales, indicating that the more usual traditional one-stage format is subject to a central tendency form-related error. A test of predictive ability showed that the two-stage format was a better predictor of shopping behaviour in one country, whereas the results for the other country were mixed, although for the most part the two-stage format did a better job of prediction. Consequently, a question can be raised about the etic attributes of this measurement scale.

A Cross Cultural Study of the Effects of Achievement and Relationship Values on Student Evaluations of Personal Selling Ethical Dilemmas

Much has been written on the relationship between personal values and ethics. The present study assesses the appropriateness of administering personal selling measures to student subjects outside the country/culture where the measures were developed. Using a cross-national sample of marketing students from the USA, Canada, Netherlands, and Australia, the authors examine the psychometric properties and relationships of two measures: the Personal Selling Ethics Scale (PSE) and List of Values (LOV). Results for the U.S. and Canadian samples indicate that relationship-oriented students are less tolerant of questionable sales behaviors than achievement-oriented students. These relationships, however, do not hold for the Netherlands and Australian samples. Recommendations for personal selling education and research are presented.

Top-down versus bottom-up sales tactics effects on the presentation of a product line

Abstract Practitioners have suggested two major sales tactics that influence consumers to make higher priced choices within a product line, top-down and bottom-up sales tactics. The purpose of this research is to ascertain whether these sales tactics effects exist and to empirically compare the effects of these tactics with respect to buyer choice. Related research on the anchoring and adjustment decision heuristic as well as attribution theory is discussed. An experiment is conducted using a compact disc player product line to evaluate these two sales tactics. Higher priced product choices resulted from the use of the top-down sales tactic when compared with the bottom-up sales tactic.

Multidimensional Scaling: A Marketing Research Tool to Evaluate Faculty Performance in the Classroom

University and college educators have long been advised to examine faculty performance, although traditional methods of evaluation have been justifiably criticized. The authors propose the adoption of a marketing research tool, multidimensional scaling, to provide more comprehensive reporting and tangible dimensions for potential improvement for a given instructor. A case example of how the tool can be employed is presented; implications for marketing educators are discussed.