Abstract
A consensus notion in sales research is that superior performance requires high levels of effort. Studying the effect of individual and situational factors on effort has significant implications for managers and academics. This study shows that supportive leadership leads to higher salesperson effort directly and through a mediating process that involves intrinsic motivation and self-efficacy. Also, results indicate that the positive effect of supportive leadership on the salesperson’s intrinsic motivation and self-efficacy is amplified when serving demanding customers. Implications for sales managers and future research opportunities are discussed.
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