Sex differences in ingratiatory behavior: An investigation of influence tactics in the salesperson-customer dyad

Abstract

Ingratiatory influence tactics have existed since the beginning of time. Other disciplines have recently demonstrated considerable interest in ingratiatory tactics and consequences, yet the topic has received no empirical attention from sales researchers. This study addresses this shortfall by identifying the specific ingratiatory tactics salespeople use in their efforts to influence prospects and customers, and measures differences in the degree to which these tactics are used by male and female salespersons. Seven ingratiatory tactics were identified and classified into assertive ( self-enhancement, self-promotion, and favor-rendering) and defensive ( attitudinal conformity, court and counsel, other enhancement, and behavioral conformity) subsets. Male salespersons were more likely to use self-enhancement, self-promotion, favor-rendering, and attitudinal conformity. Managerial implications are developed.