The role of culture in life insurance sales process: Learning goal orientations and motivated reasoning in adaptive selling

TL;DRAbstract

This research examined the role of motivated reasoning and learning/performance orientations in salespeople's adaptive selling, focusing on the early stage of the sales process. The study also explored the potential differences between salespeople in the different organizational cultures by investigating three Korean firms and one US insurance firm operating in Korea. The main objective was to investigate whether high-performing salespeople are more or less likely to be adaptive in personal selling, focusing on how salespeople's cognitive processing is mediated by their own motivations. Another objective was to develop motivated reasoning scales which can be easily used through a pencil-and-paper method. The study developed motivated reasoning scales and tested the relationship with other related constructs successfully. Further, the study found that learning-oriented salespeople rather than performance-oriented are likely to be high performers because they are more likely to adopt acc

Chat with Paper

AI Agents for this Paper