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Applying interactional psychology to salesforce management: a socialization illustration

D. Todd Donavan (Assistant Professor of Marketing at Kansas State University, Manhattan, Kansas, USA. E‐mail:
Xiang Fang (Assistant Professor at Oklahoma State University, Tulsa, Oklahoma, USA. E‐mail:
Neeli Bendapudi (Associate Professor of Marketing at Fisher College of Business, Ohio State University, Columbus, Ohio, USA. E‐mail:
Surendra N. Singh (Professor of Marketing in at the University of Kansas, Lawrence, Kansas, USA. E‐mail:

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 June 2004



Modern interactionism asserts that both the P (person) and the E (environment or situation) should be considered simultaneously in predicting attitudes and behaviors. In this paper, we apply the interactionist view to salesforce research. Specifically, we use salesforce socialization as an example to illustrate how interactionist concepts from psychology can be effectively applied in salesforce research. The role of qualitative research in this context is explored.



Todd Donavan, D., Fang, X., Bendapudi, N. and Singh, S.N. (2004), "Applying interactional psychology to salesforce management: a socialization illustration", Qualitative Market Research, Vol. 7 No. 2, pp. 139-152.



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Copyright © 2004, Emerald Group Publishing Limited

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