Student Attitudes Regarding Gender Bias in Performance Evaluations of Salespeople

Abstract

This study examined how students believe salesperson gender impacts evaluations of salesperson performance. Students reviewed job performance information about either male or female salespeople. The information had purportedly been prepared by the salesperson's supervisor and indicated the level of performance as high or low. Students were asked how they thought the salesperson's supervisor might respond to the performance in terms of rewards (promotion, pay increases) for high performers and corrective measures (termination, counseling) for low performers. The results indicated that students believe that supervisors would more readily reward high performing males than females with identical performances. In contrast, students believed that supervisors would react more punitively toward low performing males than females with identical performances.