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Stereotypes of salespeople in Taiwan : an empirical examination and research agenda

Lee, Nick , Beatson, Amanda T., Cadogan, John , Souchon, Anne , & Lin, Yuh-Jinn (2005) Stereotypes of salespeople in Taiwan : an empirical examination and research agenda. In 2005 Academy of Marketing Conference, 5-7 July 2005, Dublin Institute of Technology, Dublin.

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Abstract

Stereotypes of salespeople are common currency in US media outlets, and research suggests that these stereotypes are uniformly negative. However there is no reason to expect that stereotypes will be consistent across cultures. The present paper provides the first empirical examination ofsalesperson stereotypes in an Asian country,specifically Taiwan. Using accepted psychological methods, Taiwanese salesperson stereotypes are found to be two fold, with a negative stereotype being quite congruent with existing US stereotypes, but also a positive stereotype, which may be related to the specific culture of Taiwan.

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ID Code: 21124
Item Type: Conference Paper
Keywords: Salespeople, Stereotypes, International Marketing
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2005 [please consult the authors]
Deposited On: 12 Jun 2009 12:12
Last Modified: 29 Feb 2012 23:13

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