Salesperson evaluation: A systematic structure for reducing judgmental biases

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

doi:10.1080/08853134.1991.10753866

Salesperson evaluation: A systematic structure for reducing judgmental biases

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

Marketing

Research output: Contribution to journal › Article › peer-review

28 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	27-38
Number of pages	12
Journal	Journal of Personal Selling and Sales Management
Volume	11
Issue number	2
DOIs	https://doi.org/10.1080/08853134.1991.10753866
State	Published - Jan 1 1991

ASJC Scopus subject areas

Human Factors and Ergonomics
Management of Technology and Innovation

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10.1080/08853134.1991.10753866

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Salesperson evaluation: A systematic structure for reducing judgmental biases

Abstract

ASJC Scopus subject areas

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