Unintended effects of marketing messages on salespeople’s cynicism

Published on Jun 28, 2016in European Journal of Marketing
· DOI :10.1108/EJM-07-2014-0440
Olalekan K. Seriki2
Estimated H-index: 2
,
Kenneth R. Evans30
Estimated H-index: 30
+ 2 AuthorsAmanda Helm1
Estimated H-index: 1
Sources
Abstract
Purpose This paper aims to examine how external marketing messages, which are generally used to convey company and product information to external target audiences, influence job attitudes and behaviors of salespeople. Design/methodology/approach The study is conducted based on survey data on 348 salespeople working at regional banks in the Midwestern USA. The relationships among salespeople’s perceptions of marketing messages (i.e. in terms of value incongruence and claim inaccuracy), organizational cynicism, job attitudes (i.e. organizational commitment and job satisfaction) and behaviors (i.e. extra-role performance) are empirically tested. Findings Salespeople’s perceptions of value incongruence and claim inaccuracy of marketing messages heighten organizational cynicism, which in turn negatively impacts on organizational commitment, job satisfaction and extra-role performance. Also, inaccurate claim directly decreases job attitudes and behaviors. Research limitations/implications The results are limited to salespeople in financial institutions, and future research should investigate perceptions of non-customer contact employees in other industry contexts. Future investigation may also include objective performance metrics and consumer satisfaction ratings. Practical implications Service firms should strive to align salespeople’s perceptions of marketing messages with firms’ intended goals from those messages. Originality/value Drawing on attitude theory and perspectives from sales literature, social psychology and organizational behavior literature, in the first of such investigations, the authors studied the impact of external marketing messages on salespeople’s cynicism, job attitudes and behaviors.
📖 Papers frequently viewed together
2006
1 Author (René Y. Darmon)
9 Citations
References72
Newest
#1Christian Schmitz (RUB: Ruhr University Bochum)H-Index: 9
#2Shankar Ganesan (Mendoza College of Business)H-Index: 23
Salespeople face increasingly complex work environments, both externally with customers and internally with various departments in their own organizations. Because managing such customer and organizational complexity is crucial to performance, the authors conceptualize and develop measures of customer and organizational complexity and examine the effects on salesperson outcomes. In line with job demands-resources theory, salespeople leverage personal and supervisory resources to manage complexit...
78 CitationsSource
#1Jan H. Schumann (University of Passau)H-Index: 13
#2Florian von Wangenheim (ETH Zurich)H-Index: 26
Last. Nicole Groene (TUM: Technische Universität München)H-Index: 2
view all 3 authors...
The Internet is dominated by free web services that depend on advertising revenues and powerful marketing tools to support their business models. Targeted online advertising enables websites to increase their advertising revenues by selectively displaying advertisements according to users' browsing behavior, sociodemographics, and interests. Yet targeting also creates negative consumer reactions, and websites confront increasing regulatory pressures to inform consumers about their practices. It ...
139 CitationsSource
#1Jaewon Yoo (Soongsil University)H-Index: 10
#2Gary L. Frankwick (UTEP: University of Texas at El Paso)H-Index: 17
While most scholars debate the importance of doing things to improve the quality of the buyer–seller relationship and investigate the positive side of salesperson’s behavior, little is known about salesperson’s negative behavior or what causes it. In this study, social undermining theory is employed to investigate how a variety of social undermining behaviors influence salesperson deviant behavior. A sample of 469 frontline bank employees responded to a questionnaire. Structural equation modelin...
21 CitationsSource
#1Fernando JaramilloH-Index: 6
#1Fernando JaramilloH-Index: 36
Last. William B. Locander (UIUC: University of Illinois at Urbana–Champaign)H-Index: 2
view all 3 authors...
The performance effect is used to explain the significant differences between salespersons’ self-evaluation and supervisors’ ratings of job performance. It is shown that bottom performers overestimate, whereas top salespeople underestimate their performance. Also, results indicate that bottom performers are significantly more inaccurate than top salespeople in their job performance estimation. Finally, results indicate that the relationship between inaccuracy of self-evaluation and job performan...
35 CitationsSource
Considerable research explores advertising’s role in influencing consumer perceptions and behavior. However, advertising’s impact on another key audience—the sales force—has been largely overlooked. Drawing from social identity and expectancy theories, and using survey and objective performance data across multiple wholesalers, the authors demonstrate that a salesperson’s perception of brand advertising has a significant effect on salesperson effort and performance by positively influencing the ...
62 CitationsSource
#1James S. Boles (J. Mack Robinson College of Business)H-Index: 47
#2George W. DudleyH-Index: 2
Last. William A. WeeksH-Index: 21
view all 5 authors...
Identifying, acquiring, and retaining top sales talent remains a priority in many sales organizations because salesperson turnover remains such an intractable management problem. This paper seeks to encourage and enrich continued research on sales turnover by introducing recent methodological and theoretical advances in psychological, economic, and organizational theory. First, we suggest an examination of sales turnover guided by social network theory. Second, we propose the simultaneous consid...
61 CitationsSource
#1Chi Kin Bennett Yim (HKU: University of Hong Kong)H-Index: 4
#2Kimmy Wa Chan (PolyU: Hong Kong Polytechnic University)H-Index: 13
Last. Simon S. K. Lam (HKU: University of Hong Kong)H-Index: 34
view all 3 authors...
Abstract Extant research confirms the importance of value cocreation through customer participation (CP), but relatively little is known about whether and how it creates an enjoyable experience for customers and service employees and the consequential outcomes of this positive affective experience. This study applies the concept of flow as an overarching framework and draws theoretical support from social cognitive theory, particularly its extension (i.e., the conceptual model of relational effi...
178 CitationsSource
#1Min Chung Kim (PolyU: Hong Kong Polytechnic University)H-Index: 1
#2Leigh McAlister (University of Texas at Austin)H-Index: 27
Abstract Because firms do not publicly report marketing expenditures, most studies of the link between firm value and marketing consider advertising (which is publicly reported for many firms) a proxy for marketing. The authors extend those studies in two ways. First, they broaden the proxy for marketing by considering both advertising and sales force. Second, they offer an explanation for the fact that some studies linking advertising to firm value find a positive relationship, whereas others f...
59 CitationsSource
#1Abhishek Kumar Srivastava (WVU: West Virginia University)H-Index: 26
#1Abhishek Srivastava (WVU: West Virginia University)H-Index: 11
Last. John W. Adams (WVU: West Virginia University)H-Index: 3
view all 2 authors...
Personality traits related to evaluation of other people and the world are important to study in relation to job satisfaction, which itself is an evaluation of various facets of a job, including the social dimensions. Accordingly, the relationship between cynicism and job satisfaction was studied. Cynicism was expected to be negatively related to job satisfaction, employees' perceptions of job enrichment, quality of leader-member exchange, and support from coworkers. Survey data from 105 employe...
12 CitationsSource
#1Mary Celsi (LBSU: California State University, Long Beach)H-Index: 3
#2Mary C. Gilly (UC: University of California)H-Index: 28
Ad campaigns target consumers with information about the company, its products, and sometimes its employees. Ads also reach the organization’s employees and may contain information useful to employees in meeting customer needs. Results from a study involving a high-tech firm indicate that when employees believe ads are effective and value congruent, their customer focus increases. Pride completely mediates the effects of value congruence and effectiveness on customer focus. Organizational identi...
53 CitationsSource
Cited By5
Newest
#1Teidorlang LyngdohH-Index: 2
#2Ellis CheforH-Index: 1
Last. Douglas Amyx (La. Tech: Louisiana Tech University)H-Index: 12
view all 5 authors...
Abstract In sales settings, negativity typically manifests in two forms. Negative psychological states (NpS), such as stress, burnout, and/or depression can result from sales activities. Negative sales behaviors are actions counter to the expected behaviors associated with the sales role. Both NpS and negative behaviors lead to reduced performance and disengaged employees. Yet, despite their importance, no single analysis of how these various negative topics are related exists. Thus, the present...
2 CitationsSource
This study aims to investigate an under-researched area, the impact of causal attributions (i.e. causal stability and company-related/-unrelated attributions) on salespeople’s job satisfaction following their performance appraisal.,A pre-test and a between-subjects experimental study test the effect of accurate or biased perceptions of causal attributions on salespeople’s job satisfaction. Data collected from 209 salespeople provide evidence that they make perceptual attribution errors in their ...
2 CitationsSource
#1Jeroen J. L. Schepers (TU/e: Eindhoven University of Technology)H-Index: 14
#2Michel van der Borgh (CBS: Copenhagen Business School)H-Index: 7
Many empirical studies have focused on understanding the frontline role process, which reflects the chain of effects including the antecedents and outcomes of frontline employees’ in-role behavior ...
3 CitationsSource
Last. Jie XuH-Index: 7
view all 1 authors...
Source
#1Robert Eisenberger (UH: University of Houston)H-Index: 54
#2Thomas Rockstuhl (NTU: Nanyang Technological University)H-Index: 14
Last. James H. Dulebohn (MSU: Michigan State University)H-Index: 26
view all 5 authors...
: There is controversy concerning whether, in recent years, organizational failures to act benevolently toward employees have lessened employees' social-exchange relationship (SER) with their work organization or whether, on the contrary, organizations' more favorable treatment of employees has strengthened the SER. With samples of U.S. employees, we examined changes over the past 3 decades in three key elements of the SER: perceived organizational support (POS: 317 samples, including 121,469 in...
14 CitationsSource