Genetic and neurological foundations of customer orientation: field and experimental evidence

Richard P. Bagozzi, Willem J. M. I. Verbeke, Wouter E. van den Berg, Wim J. R. Rietdijk, Roeland C. Dietvorst, Loek Worm

Journal of the Academy of Marketing Science · 2012 · Volume 40 · Issue 5

DOI: 10.1007/s11747-011-0271-4

Abstract

We explore genetic and neurological bases for customer orientation (CO) and contrast them with sales orientation (SO).Study 1is a field study that establishes that CO, but not SO, leads to greater opportunity recognition.Study 2examines genetic bases for CO and finds that salespeople with CO are more likely to have the 7R variant of theDRD4gene. This is consistent with basic research on dopamine receptor activity in the brain that underlies novelty seeking, the reward function, and risk taking.Study 3examines the neural basis of CO and finds that salespeople with CO, but not SO, experience greater activation of their mirror neuron systems and neural processes associated with empathy. Managerial and research implications are discussed.

Keywords

Knowledge brokering, Opportunity recognition, Genetics, Customer orientation, Neuroscience, Biomarkers, Personal selling, Marketing concept

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