Document Type
Conference Proceeding
Publication Date
1-1-2022
Abstract
The common logic for competition in sales organizations is simple: as salespeople compete with one another, the sales performance of the entire group should increase. Some prior research has supported this notion, while other studies suggested that competition may adversely affect employees. Our research finds both positions have merit, as a salesperson's perceptions of a competitive psychological climate (CPC) increase sales performance and turnover intentions. To explain this countervailing effect, we turn to cognitive appraisal theory to demonstrate that salesperson appraisal of the environment motivates their behavior. Specifically, salesperson threat appraisals act as a mediator between CPC to performance and turnover, identifying an underlying mechanism and negative relationships for both. We further uncover learning orientation as a moderator of the competitive psychological climate – threat relationship, thus identifying a variable that enables the benefits while minimizing the drawbacks of utilizing competition in the sales force.
Recommended Citation
Zahn, William J. Ph.D.; Peng, Yi; Bolander, Willy; Hochstein, Bryan; and Mathis, David, "Is Sales Competition A Good Motivator or a Bad Idea? The Underlying Mechanism of Threat Appraisals" (2022). Association of Marketing Theory and Practice Proceedings 2022. 27.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/27
