Titel: How gender influences trust assessments in sales negotiations
Autor/-in: Rozumowski, Anna
Beurer-Züllig, Bettina
Hari, Jürg J.
Angaben zur Konferenz: 10th FINT Workshop on "Trust Within and Between Organizations", St. Gallen, 9 - 11 January 2019
Verlag / Hrsg. Institution: First International Network on Trust (FINT)
Erscheinungsdatum: 2019
Lizenz (gemäss Verlagsvertrag): Lizenz gemäss Verlagsvertrag
Art der Begutachtung: Keine Begutachtung
Sprache: Englisch
Schlagwörter: Gender; Likeability; Stereotype content model
Fachgebiet (DDC): 658.8: Marketingmanagement
Zusammenfassung: This study aimed to analyse differences in gender in a sales setting by building on Wood, Boles, and Babin’s (2008) trust model. The results revealed no significant differences regarding perceptions of likability, competence, and trustworthiness between the genders. Female salespersons received higher judgements in the likability, competence, and trust dimensions than did their male counterparts. Generally, female subjects rated more favourably than men, which accords with Cuddy, Glick, and Beninger’s (2011) findings. Both likability and competence had an influence on trust, whereas competence showed a stronger impact. All correlations were significant and positive. The results suggest that gender has no significant impact on trust perception in the specific sales setting of clothing retail.
Departement: School of Management and Law
Organisationseinheit: Institut für Marketing Management (IMM)
Publikationstyp: Konferenz: Paper
URI: https://digitalcollection.zhaw.ch/handle/11475/16021
Enthalten in den Sammlungen:Publikationen School of Management and Law

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