Salesperson evaluation: A systematic structure for reducing judgmental biases

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

Research output: Contribution to journalArticlepeer-review

28 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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