Cognitive Neuroscience and Sales Performance: The Evolution of the Seller’s Theory of Mind
<p id="p1">This study navigates the evolving landscape of sales in response to unprecedented technological, social, and economic shifts. Applying the Biomarketing paradigm, initially introduced by Bagozzi and Verbeke (2014), we validate the Scale of Theory of Mind of the Seller (STOM) in the Tunisia...
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| Autores principales: | , |
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| Formato: | Capítulo de libro |
| Lenguaje: | inglés |
| Publicado: |
IntechOpen
2024
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| Materias: | |
| Acceso en línea: | https://www.intechopen.com/chapters/89080 |
| Etiquetas: |
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| Sumario: | <p id="p1">This study navigates the evolving landscape of sales in response to unprecedented technological, social, and economic shifts. Applying the Biomarketing paradigm, initially introduced by Bagozzi and Verbeke (2014), we validate the Scale of Theory of Mind of the Seller (STOM) in the Tunisian sales context. Our findings underscore the pivotal role of interpersonal mentalization, a high-level cognitive ability, in enhancing salesperson performance. Notably, we identify a deficiency in rapport-building and propose managerial interventions to address this gap. Furthermore, our study emphasizes the importance of evaluating salespersons’ perceptive abilities to interpret non-verbal cues effectively. Despite limitations, this research contributes to valuable insights, urging future exploration of dyadic studies and interconnections between mentalization and diverse performance variables.</p> |
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| ISBN: | 978-0-85014-411-6 |
| DOI: | 10.5772/intechopen.114220 |