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Abstract

Previous research demonstrates the dysfunctional consequences of high levels of role stressors (role ambiguity and role conflict) in boundary-spanning positions. These consequences include higher levels of burnout and lower levels of satisfaction and performance. Although marketing researchers have investigated external mechanisms for coping with role stressors, research to date has not investigated the inherent capability of boundary spanners to cope with role stressors. This research examines optimism as an internal characteristic that facilitates coping with role stressors in boundary-spanning positions. The research findings reveal that optimists are able to anticipate and respond proactively to stressors, resulting in less burnout and higher levels of performance and satisfaction.

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