Effects of Goal-Directed Emotions on Salesperson Volitions, Behavior, and Performance: A Longitudinal Study

William L. Cron · John W. Slocum

192 citations0/0 files storedJournal of Marketing

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Abstract

The authors investigate the motivational effects of emotions in a sales force context. The personal stakes that salespeople have in a goal situation triggered anticipation of emotions that result from attaining or failing to attain their performance goal. Positive anticipatory emotions were positively related to volitions and mediated the relationship between personal stakes and volitions. Goal attainment was positively related to positive outcome emotions and negatively related to negative outcome emotions. Goal-directed behavior was positively associated with positive outcome emotions, independently of goal attainment. The findings suggest that emotions are an important driving force behind sales force motivation. The authors discuss the implications for sales management, theory development, and further research.

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References

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