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Compliance versus preference: Understanding salesperson response to contests

Author

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  • Fanny Poujol

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics, MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • Christophe Fournier

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School)

  • John F. Tanner Jr

    (Baylor University)

Abstract

Firms use sales contests to motivate salespeople; however, knowledge of their impact on salespeople is scarce. Acceptance of the contest, according to goal-setting theory, is essential for a contest to motivate salespeople (Hile-Hart et al., 1989). Yet attitude toward (or preference for) the contest is an important factor in motivating effort (Murphy and Dacin, 1998). In an experiment with financial services salespeople, this study examines the compliance effect (Chowdhury, 1993) and propositions that Murphy and Dacin (1998) suggest. Results support goal-setting theory, but also the importance of salesperson's attitude to the contest. While the study partially confirms Chowdhury's (1993) results regarding the influence of contest difficulty, his suggestion that difficulty leads to goal acceptance was not. Valence for winning does not relate to attitude significantly in the study here, contrary to Murphy and Dacin's (1998) propositions. The article develops an integrative model with implications for research and practice.

Suggested Citation

  • Fanny Poujol & Christophe Fournier & John F. Tanner Jr, 2011. "Compliance versus preference: Understanding salesperson response to contests," Post-Print hal-03122105, HAL.
    • Handle: RePEc:hal:journl:hal-03122105
    DOI: 10.1016/j.jbusres.2010.08.016
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-03122105
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    References listed on IDEAS

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    1. Fanny Poujol & Christophe Fournier, 2007. "Caractéristiques d’un challenge de vente et adhésion des commerciaux : quelques recommandations," Post-Print hal-02915235, HAL.
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    Cited by:

    1. Homburg, Christian & Alavi, Sascha & Rajab, Thomas & Wieseke, Jan, 2017. "The contingent roles of R&D–sales versus R&D–marketing cooperation in new-product development of business-to-business firms," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 212-230.
    2. Jaramillo, Fernando & Mulki, Jay Prakash & Boles, James S., 2013. "Bringing meaning to the sales job: The effect of ethical climate and customer demandingness," Journal of Business Research, Elsevier, vol. 66(11), pages 2301-2307.

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