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The underlying states of salesperson product buy-in and product strategy buy-in

The underlying states of salesperson product buy-in and product strategy buy-in The purpose of this study is to collect data that allows researchers to capture both affective and cognitive buy-in influenced by both product and product strategy targets.Design/methodology/approachAnalysis of 13 salesperson interviews followed the cluster and axial coding of grounded theory interview protocol.FindingsThis study finds two types of buy-in that are uniquely contingent on the target, and for which are influenced by both cognitive and affective states of being. Additionally, it finds that either affective or cognitive states of being can both drive and inhibit salesperson buy-in of either target. While the targets of buy-in appear to be mutually exclusive, the cognitive nature of disconfirming evidence appears to directly inhibit both targets of buy-in while also resulting in negative affect.Research limitations/implicationsFurther study that uncovers the causal role of an affective state inhibiting buy-in after the introduction of disconfirming evidence is warranted.Practical implicationsManagerial training and messaging approaches for achieving the two buy-in targets will likely differ or focus on only one type for efficient training.Originality/valueThis study is the first to examine the simultaneous effects of the two underlying states of cognition and affect on buy-in development. It is found that the two states can influence each other to stunt buy-in. The present study contributes to sales behavior literature by allowing the possibility of a sequence of states that stunt buy-in, positioning simultaneous examination is vital to the conceptualization of buy-in. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

The underlying states of salesperson product buy-in and product strategy buy-in

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0885-8624
eISSN
0885-8624
DOI
10.1108/jbim-12-2019-0551
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to collect data that allows researchers to capture both affective and cognitive buy-in influenced by both product and product strategy targets.Design/methodology/approachAnalysis of 13 salesperson interviews followed the cluster and axial coding of grounded theory interview protocol.FindingsThis study finds two types of buy-in that are uniquely contingent on the target, and for which are influenced by both cognitive and affective states of being. Additionally, it finds that either affective or cognitive states of being can both drive and inhibit salesperson buy-in of either target. While the targets of buy-in appear to be mutually exclusive, the cognitive nature of disconfirming evidence appears to directly inhibit both targets of buy-in while also resulting in negative affect.Research limitations/implicationsFurther study that uncovers the causal role of an affective state inhibiting buy-in after the introduction of disconfirming evidence is warranted.Practical implicationsManagerial training and messaging approaches for achieving the two buy-in targets will likely differ or focus on only one type for efficient training.Originality/valueThis study is the first to examine the simultaneous effects of the two underlying states of cognition and affect on buy-in development. It is found that the two states can influence each other to stunt buy-in. The present study contributes to sales behavior literature by allowing the possibility of a sequence of states that stunt buy-in, positioning simultaneous examination is vital to the conceptualization of buy-in.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: May 25, 2021

Keywords: Internal marketing; Sales; Buy-in

References