Stereotypes of salespeople are common currency in US media outlets, and research suggests that these stereotypes are uniformly negative. However there is no reason to expect that stereotypes will be consistent across cultures. The present paper provides the first empirical examination of salesperson stereotypes in an Asian country, specifically Taiwan. Using accepted psychological methods, Taiwanese salesperson stereotypes are found to be twofold, with a negative stereotype being quite congruent with existing US stereotypes, but also a positive stereotype, which may be related to the specific culture of Taiwan.
|Number of pages||14|
|Publication status||Published - 2005|
|Event||UK Academy of Marketing Conference - Dublin, Ireland|
Duration: 1 Jul 2005 → 1 Jul 2005
|Conference||UK Academy of Marketing Conference|
|Period||1/07/05 → 1/07/05|
- international marketing