The dose makes the poison: Investigating the optimum level of a salesperson's charisma

Autor(en)
Sandra Pauser, Udo Wagner
Abstrakt

What makes someone charismatic? Charismatic individuals – whether actors, politicians, celebrities, or athletes – possess the ability to articulate themselves through specific behaviours that inspire others. Recent research has confirmed that charisma is learnable, and that it relates to various performance and organizational outcomes in multiple fields. Although this stream of research has contributed a great deal of insight, there is still limited understanding of how to develop charisma and whether there exists an optimum level (i. e., saturation) of charisma, especially in the personal selling domain. The present article reviews the extant literature, derives four hypotheses on the effects of various training methods on customer responses, and collects empirical data in the field. The findings indicate a positive effect of charisma training on perceived charisma and favourable customer response.

Organisation(en)
Institut für Rechnungswesen, Innovation und Strategie
Journal
Marketing ZFP - Journal of Research and Management
Band
40
Seiten
35 - 47
Anzahl der Seiten
13
ISSN
0344-1369
DOI
https://doi.org/10.15358/0344-1369-2018-1-35
Publikationsdatum
2018
Peer-reviewed
Ja
ÖFOS 2012
502019 Marketing
Schlagwörter
ASJC Scopus Sachgebiete
Social Psychology, Marketing
Link zum Portal
https://ucrisportal.univie.ac.at/de/publications/aa6eb42c-ada7-4e2e-ab24-6324087145b7