Proposes an alternative approach to understanding personal selling performance based on personal construct psychology, a cognitively based personality paradigm, originally formulated in clinical psychology by George Kelly. Explains how personal construct psychology theory (PCT), which reflects a constructivist epistemology, provides a conceptual framework for understanding and predicting sales performance. Demonstrates how PCT can be integrated with existing theoretical models of sales performance by suggesting a series of research propositions which can be tested using a number of different research methodologies. Considers research and practical implications.
Plank, R.E. and Greene, J.N. (1996), "Personal construct psychology and personal selling performance", European Journal of Marketing, Vol. 30 No. 7, pp. 25-48. https://doi.org/10.1108/03090569610123807
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