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Related Concept Videos

Decision Making01:20

Decision Making

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Decision-making is a fundamental cognitive process that involves evaluating alternatives and selecting among them. This process can range from simple choices, such as deciding what to wear, to complex decisions, like choosing a major in college or a career path. The complexity of the decision often dictates the approach we use, which can be broadly categorized into two types: automatic and controlled decision-making.
Automatic decision-making is fast, intuitive, and relies on gut feelings...
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The Anchoring-and-Adjustment Heuristic01:25

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In order to make good decisions, we use our knowledge and our reasoning. Often, this knowledge and reasoning is sound and solid. However, sometimes, we are swayed by biases or by others manipulating a situation. For example, let’s say you and three friends wanted to rent a house and had a combined target budget of $1,600. The realtor shows you only very run-down houses for $1,600 and then shows you a very nice house for $2,000. Might you ask each person to pay more in rent to get the...
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Decision Making: Traditional Method01:14

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The process of hypothesis testing based on the traditional method includes calculating the critical value, testing the value of the test statistic using the sample data, and interpreting these values.
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The Representativeness Heuristic02:13

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The representative heuristic describes a biased way of thinking, in which you unintentionally stereotype someone or something. For example, you may assume that your professors spend their free time reading books and engaging in intellectual conversation, because the idea of them spending their time playing volleyball or visiting an amusement park does not fit in with your stereotypes of professors.
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Decision Making: P-value Method01:09

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The process of hypothesis testing based on the P-value method includes calculating the P- value using the sample data and interpreting it.
First, a specific claim about the population parameter is proposed. The claim is based on the research question and is stated in a simple form. Further, an opposing statement to the claim  is also stated. These statements can act as null and alternative hypotheses:  a null hypothesis would be a neutral statement while the alternative hypothesis can...
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Reason and Intuition01:37

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The human brain processes information for decision-making using one of two routes: an intuitive system and a rational system (Epstein, 1994; popularized by Kahneman, 2011 as System 1 and System 2, respectively). The intuitive system is quick, impulsive, and operates with minimal effort, relying on emotions or habits to provide cues for what to do next, while the rational system is logical, analytical, deliberate, and methodical. Research in neuropsychology suggests that the...
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The future of buyer-seller interactions: a conceptual framework and research agenda.

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On salesperson judgment and decision making.

Son K Lam1, Michel van der Borgh2

  • 1Associate Professor of Marketing, Terry Dean's Advisory Council Distinguished Professorship, Terry College of Business, University of Georgia, C328 Benson Hall, Athens, GA 30602 USA.

Journal of the Academy of Marketing Science
|March 8, 2021
PubMed
Summary

This study unifies fragmented research on salesperson judgment and decision making (JDM). It offers a framework and template to guide future JDM research in personal selling.

Keywords:
Decision makingJudgmentSalespeople

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Area of Science:

  • Salesforce Management
  • Cognitive Psychology
  • Marketing Strategy

Background:

  • Salesperson judgment and decision making (JDM) research is currently fragmented.
  • Understanding unique salesperson decision-making processes is crucial.
  • The JDM domain offers valuable insights for personal selling challenges.

Discussion:

  • Salespeople exhibit distinct decision-making patterns compared to other professionals.
  • Existing JDM theories can be applied to enhance personal selling effectiveness.
  • A structured approach is needed to integrate JDM research into sales.

Key Insights:

  • A novel framework is proposed to consolidate salesperson JDM research.
  • The framework identifies key differences in salesperson decision-making.
  • It highlights the potential of JDM research to address sales-specific issues.

Outlook:

  • The proposed framework aims to guide future, more cohesive salesperson JDM studies.
  • A research idea generation template is included to stimulate new inquiry.
  • This will foster theoretically and substantively important research questions in the field.