The influence of psychological climate on the salesperson customer orientation - Salesperson performance relationship

Tará Burnthorne Lopez, Jon Carr, Brian T. Gregory, Sean Dwyer

Research output: Contribution to journalArticle

8 Scopus citations


Because salespeople are a primary revenue-generating mechanism for many organizations, it is important that we understand the factors that facilitate or hinder their performance. This study examines psychological climate as a boundary condition of the salesperson customer orientation - salesperson performance relationship. We apply Mischel's (1976) theory, which suggests that the impact of individual differences (such as salesperson customer orientation) is less pronounced when situational conditions (such as psychological climate) are strong. In addition, we introduce the concept of a strong balanced psychological climate to the marketing literature. Our findings suggest that the salesperson customer orientation - salesperson performance relationship is moderated by psychological climate such that the relationship is weakened in strong balanced psychological climates. Implications of this research are discussed.

Original languageEnglish (US)
Pages (from-to)59-71
Number of pages13
JournalJournal of Marketing Theory and Practice
Issue number2
StatePublished - Jan 1 2005


ASJC Scopus subject areas

  • Marketing

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