Salesperson evaluation: A systematic structure for reducing judgmental biases

James W. Gentry, John C. Mowen, Lori Tasaki

Research output: Contribution to journalArticle

25 Scopus citations


Cognitive biases affect the evaluation of performance in all managerial areas, and the evaluation of sales personnel is especially problematic due to its unique nature. A model of the sales force evaluation process is presented and is used to provide a framework for discussing common biases affecting the expectations of the sales manager. Suggestions are made as to how one can mitigate the effects of the use of sub-optimal decision heuristics, and propositions are presented with the intent of noting future areas of study.

Original languageEnglish (US)
Pages (from-to)27-38
Number of pages12
JournalJournal of Personal Selling and Sales Management
Issue number2
StatePublished - Jan 1 1991

ASJC Scopus subject areas

  • Human Factors and Ergonomics
  • Management of Technology and Innovation

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