How gender influences trust assessments in sales negotiations

Rozumowski, Anna; Beurer-Züllig, Bettina; Hari, Jürg J.

Publication type:	Conference paper
Type of review:	No review
Title:	How gender influences trust assessments in sales negotiations
Authors:	Rozumowski, Anna Beurer-Züllig, Bettina Hari, Jürg J.
Conference details:	10th FINT Workshop on Trust Within and Between Organizations, St. Gallen, Switzerland, 9-11 January 2019
Issue Date:	2019
Publisher / Ed. Institution:	First International Network on Trust (FINT)
Language:	English
Subjects:	Gender; Likeability; Stereotype content model
Subject (DDC):	658.8: Marketing management
Abstract:	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.
URI:	https://digitalcollection.zhaw.ch/handle/11475/16021
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Rozumowski, A., Beurer-Züllig, B., & Hari, J. J. (2019). How gender influences trust assessments in sales negotiations. 10th FINT Workshop on Trust within and between Organizations, St. Gallen, Switzerland, 9-11 January 2019.

Rozumowski, A., Beurer-Züllig, B. and Hari, J.J. (2019) ‘How gender influences trust assessments in sales negotiations’, in 10th FINT Workshop on Trust Within and Between Organizations, St. Gallen, Switzerland, 9-11 January 2019. First International Network on Trust (FINT).

A. Rozumowski, B. Beurer-Züllig, and J. J. Hari, “How gender influences trust assessments in sales negotiations,” in 10th FINT Workshop on Trust Within and Between Organizations, St. Gallen, Switzerland, 9-11 January 2019, 2019.

ROZUMOWSKI, Anna, Bettina BEURER-ZÜLLIG und Jürg J. HARI, 2019. How gender influences trust assessments in sales negotiations. In: 10th FINT Workshop on Trust Within and Between Organizations, St. Gallen, Switzerland, 9-11 January 2019. Conference paper. First International Network on Trust (FINT). 2019

Rozumowski, Anna, Bettina Beurer-Züllig, and Jürg J. Hari. 2019. “How Gender Influences Trust Assessments in Sales Negotiations.” Conference paper. In 10th FINT Workshop on Trust within and between Organizations, St. Gallen, Switzerland, 9-11 January 2019. First International Network on Trust (FINT).

Rozumowski, Anna, et al. “How Gender Influences Trust Assessments in Sales Negotiations.” 10th FINT Workshop on Trust within and between Organizations, St. Gallen, Switzerland, 9-11 January 2019, First International Network on Trust (FINT), 2019.