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- Title
Industrial Buyer Image of the Saleswoman.
- Authors
Swan, John E.; Rink, David R.; Kiser, G. E.; Martin, Warren S.
- Abstract
This study investigates the perception by purchasing agents of industrial salesmen and saleswomen on attributes that are important in determining buyer acceptance of the salesperson. Purchasing agents rated salesmen and saleswomen differently, but without discriminating against saleswomen.
- Subjects
PURCHASING agents; WOMEN sales personnel; SELLING ability testing; GENDER role in the work environment; GENDER role in advertising; SENSORY perception; ATTITUDE (Psychology); INDUSTRIAL procurement; STEREOTYPES
- Publication
Journal of Marketing, 1984, Vol 48, Issue 1, p110
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298404800112