Publication Type
Journal Article
Version
publishedVersion
Publication Date
6-2009
Abstract
The purpose of this study was to investigate how salespeople's renqing orientation and self-esteem jointly affect their selling behavior. Data were obtained from a survey of salespeople from 17 pharmaceutical and consumer-goods companies in Taiwan (n = 216).Salespeople's renqing orientation (i.e., their propensity to adhere to the accepted norm of reciprocity) compensates the negative effect of self-esteem on their selling behaviors, such as adaptive selling and hard work. Our study results underscore the critical role of the character trait of renqing orientation in a culture emphasizing a norm of reciprocity. Therefore, it would be useful to consider a strategy of recruiting salespeople with either a high self-esteem or a combination of high renqing orientation and low self-esteem. The existing literature of industrial/ organizational psychology and marketing primarily relies on constructs that are derived from Western cultural contexts. However, the present paper extended these literatures by investigating the possible joint effects of self-esteem with a trait originated from the Chinese culture on salespeople's selling behaviors.
Keywords
Self-esteem, Renqing orientation, Selling behavior, Taiwan
Discipline
Applied Behavior Analysis | Asian Studies | Psychology | Sales and Merchandising
Research Areas
Psychology
Publication
Journal of Business and Psychology
Volume
24
Issue
2
First Page
193
Last Page
200
ISSN
0889-3268
Identifier
10.1007/s10869-009-9099-z
Publisher
Springer
Citation
TSAI, Ming-Hong, CHI, Shu-Cheng Steve, & HU, Hsia-Hua.(2009). Salespeople's renqing orientation, self-esteem, and selling behaviors: An empirical study in Taiwan. Journal of Business and Psychology, 24(2), 193-200.
Available at: https://ink.library.smu.edu.sg/soss_research/2019
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Additional URL
https://doi.org/10.1007/s10869-009-9099-z
Included in
Applied Behavior Analysis Commons, Asian Studies Commons, Sales and Merchandising Commons