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Main Library
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Regulatory Focus and Individual Sales Performance of Field Marketers: A Constructive Replication.
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- Author(s): Hamstra, Melvyn R. W.; McCabe, Kira O.; Klekamp, Bruno; Rietzschel, Eric F.
- Source:
Basic & Applied Social Psychology. Nov/Dec2018, Vol. 40 Issue 6, p414-420. 7p. 1 Chart. - Source:
- Additional Information
- Subject Terms:
- Abstract: We tested whether field marketers' regulatory focus predicted their performance. Promotion focus spurs eagerness (acting on opportunity, to advance), whereas prevention focus spurs vigilance (not acting, to maintain security). When sales work involves approaching as many new buyers as possible for single transactions (and little else), promotion focus is well suited for sales performance, and prevention focus is counterproductive. Accordingly, prior research found that promotion focus positively, and prevention focus negatively, predicts performance in such a context. We attempt constructive replication of these findings using stronger methodology. Our study (N = 156) showed that promotion focus positively, and prevention focus negatively, predicted performance. The study replicated previous findings and showed similar, though in most cases slightly smaller, effect sizes than the original study. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Basic & Applied Social Psychology is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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