|Title:||How gender influences trust assessments in sales negotiations|
|Authors :||Rozumowski, Anna|
Hari, Jürg J.
|Conference details:||10th FINT Workshop on "Trust Within and Between Organizations", St. Gallen, 9 - 11 January 2019|
|Publisher / Ed. Institution :||First International Network on Trust (FINT)|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||No review|
|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.|
|Departement:||School of Management and Law|
|Organisational Unit:||Institute of Marketing Management (IMM)|
|Publication type:||Conference Paper|
|Appears in Collections:||Publikationen School of Management and Law|
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