Research & Publications
Attributions and behavioral intentions of inexperienced salespersons to failure: An empirical investigation
2003, Journal of the Academy of Marketing Science
Andrea L Dixon, Rosann L Spiro, Lukas P Forbes
This research aimed to determine how inexperienced sales representatives (rookies) interpret and respond to failure situations. The study looked a 296 rookie financial services sales representatives' performance attributions for a previous unsuccessful sales interaction and their intended behaviors for a future selling situation. The results were compared with Dixon, Spiro and Jamil's 2001 findings for experienced sales representatives (veterans). Results suggest that rookies are likely to engage in several inappropriate behaviors in response to failed sales encounters.
Dixon, Andrea L., Rosann L. Spiro, and Lukas P. Forbes (2003), "Attributions and behavioral intentions of inexperienced salespersons to failure: An empirical investigation," Journal of the Academy of Marketing Science, Vol. 31, No. 4, pp. 459-467.