Stereotypes of salespeople in Taiwan:an empirical examination and research agenda


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.

Divisions: Aston Business School > Marketing & Strategy
Aston Business School
Aston Business School > Economics, Finance & Entrepreneurship
Event Title: UK Academy of Marketing Conference
Event Type: Other
Event Dates: 2005-07-01 - 2005-07-01
Uncontrolled Keywords: salespeople,stereotypes,international marketing
PURE Output Type: Paper
Published Date: 2005
Authors: Lee, Nick J. (ORCID Profile 0000-0002-6209-0262)
Rudd, John
Beatson, Amanda T.
Cadogan, John W.
Souchon, Anne L.
Lin, Yuh-Jin



Version: Accepted Version

License: Creative Commons Attribution

Export / Share Citation


Additional statistics for this record