Stereotypes of Taiwanese salespeople at the service interface

Lee, Nick, Beatson, Amanda T., & Lin, Yuh-Jiin (2010) Stereotypes of Taiwanese salespeople at the service interface. International Journal of Services Technology and Management, 14(2/3), pp. 217-232.

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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 of salesperson stereotypes in an Asian country, specifically Taiwan. Using accepted psychological methods, Taiwanese salesperson stereotypes are found to be twofold, 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: 39049
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: salespeople; stereotypes; international marketing; Taiwan.
DOI: 10.1504/IJSTM.2010.034329
ISSN: 1460-6720
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > COMMERCIAL SERVICES (150400)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 Inderscience Enterprises Ltd
Deposited On: 06 Dec 2010 21:25
Last Modified: 29 Feb 2012 14:18

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