This article extends the application of this concept into the marketing discipline by proposing relationships between the buyer s corporate culture and the industrial sales person's job performance and satisfaction. The process of acquiring relevant cultural information is explored through a proposed salesperson enculturation curve. Managerial and research implications are advanced. We report the results of a study which examined consumers thoughts while listening to a salesperson deliver a telemarketing message. Although telemarketing does not involve a face to face sales encounter, our results suggest that the salesperson continues to play a vital role in the telemarketing sales process.
Consumers think about the salesperson throughout the encounter, even.
In addition, attitudes appear to form during the early stages of the sales process. Managerial implications of these findings are discussed. This paper extends previous efforts examining the construct validity of role stress. While some see it as comprised of separate role conflict and role ambiguity factors, others argue that it is a unidimensional construct. The authors use recent advancements in measurement theory to test the two competing theories.