On salesperson judgment and decision making
Son K. Lam, Michel van der Borgh
Journal of the Academy of Marketing Science · 2021 · Volume 49 · Issue 5
DOI: 10.1007/s11747-021-00775-1
Abstract
Prior research on salesperson judgment and decision making (JDM) has been fragmented. After identifying how salespeople uniquely differ from other decision makers and unpacking how various personal selling issues can benefit from research in the JDM domain, the authors provide a framework to guide future research on salesperson JDM. The framework includes a research idea generation template to facilitate the identification of theoretically and substantively important research questions about salesperson JDM.
Keywords
Salespeople, Decision making, Judgment
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