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, 9 - 11 January 2019
Publisher / Ed. Institution : First International Network on Trust (FINT)
Issue Date: 2019
License (according to publishing contract) : Licence according to publishing contract
Type of review: No review
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.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference Paper
URI: https://digitalcollection.zhaw.ch/handle/11475/16021
Appears in Collections:Publikationen School of Management and Law

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