Perceptions of Gender Stereotypic Behavior: An Exploratory Study of Women in Selling

Lucette B. Comer · Marvin A. Jolson

37 citations0/0 files storedJournal of Personal Selling and Sales Management

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Gender Diversity and Inequality Media, Gender, and Advertising Employee Performance and Motivation

Abstract

This study explores sales managers' perceptions of the relationship between saleswomen's stereotypic behavior and their functional effectiveness in selling. The results show that sales managers do perceive negative stereotypic behavior to have some deleterious associations with performance. Moreover, sales managers' knowledge of the sex role identities of saleswomen is helpful to them in recognizing those saleswomen who are least likely to be perceived stereotypically.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1979A Paradigm for Developing Better Measures of Marketing Constructs 1979Review of Psychometric theory (2nd ed.).1974The measurement of psychological androgyny.1972Sex‐Role Stereotypes: A Current Appraisal1 1978Masculinity & femininity: Their psychological dimensions, correlates, and antecedents 1975Sex role adaptability: One consequence of psychological androgyny.1978Masculinity and Femininity

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2014The moderating effects of gender and inside versus outside sales role in multifaceted job satisfaction 1993Perceptions of Motivational Components: Salesmen and Saleswomen Revisited 1997Women in the business-to-business salesforce: Some differences in performance factors 1998Diversity in the Sales Force: Problems and Challenges 1992Initial Impressions in the Organizational Buyer-Seller Dyad: Sales Management Implications 2002Reexamining gender issues in salesperson propensity to leave

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