Cognitive Style as an Antecedent to Adaptiveness, Customer Orientation, and Self-Perceived Selling Performance

Abstract

Data from 396 real estate salespeople offer structural model evidence of the antecedence of salesperson cognitive style (Jung, 1971) to adaptive selling behavior, and to sales orientation-customer orientation and self-perceived selling performance. Four hypotheses were supported: Salespeople who prefer information intake by intuiting (rather than sensing) and information processing/decision-making by thinking (rather than feeling) were found to be more likely to practice adaptive selling; the more adaptive selling was practiced, the greater customer orientation became; and the greater the customer orientation, the better the self-perceived selling performance. Implications exist for salesperson training, management, and motivation research.