Cognitive Style and Customer Orientation

Cognitive style, the ways in which we take in information from the environment and process that information, has been shown to influence interactions in various behavioral fields. This paper investigates whether cognitive style would impact an individual's orientation toward the customer or tow...

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Bibliographic Details
Published in:Journal of business and psychology 1995-09, Vol.10 (1), p.75-86
Main Authors: McIntyre, Roger P., Meloche, Martin S.
Format: Article
Language:English
Subjects:
Cognitive psychology
Cognitive style
Consumer research
Customers
Jungian psychology
Management science
Marketing
Marketing strategies
Sales management
Sales personnel
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Summary:Cognitive style, the ways in which we take in information from the environment and process that information, has been shown to influence interactions in various behavioral fields. This paper investigates whether cognitive style would impact an individual's orientation toward the customer or toward the sale, as measured by the SOCO scale. The results suggest that cognitive style can influence one's orientation. This knowledge should prove useful to sales managers in designing training programs for new sales personnel, as well as in assigning sales personnel to specific selling tasks.
ISSN:0889-3268
1573-353X
DOI:10.1007/BF02249271