Date of Graduation
College of Business and Economics
Current research in sales suggests that salesperson self-efficacy, which is a person’s belief about his/her ability to achieve a desired level of performance in a given task, affects sales performance positively. The logic behind this positive effect is that people who exhibit a high level of self-efficacy have increased motivation and thus exert increased efforts towards completing a task. Research in psychology, however, suggests that there can be a downside to self-efficacy. Drawing on perceptual control and ego depletion theories, this dissertation explores two possible dark side effects of self-efficacy in a sales context: (1) decreased salesperson effort engendered by complacency and (2) increased salesperson opportunism due to lower self-control. Furthermore, this research examines role stress as a potential moderator of the relationship between self-efficacy and sales outcomes. Two studies are designed to examine the hypothesized relationships: (1) a cross-sectional survey of sales representatives in the U.S. and (2) a 2 (Self-efficacy: High v. Low) x 2 (Role Stress: High v. Low) between subjects experiment. The primary contribution of this research is identifying the processes through which self-efficacy has deleterious effects on salesperson performance.
Amin, Mohammad Sakif, "Hard Work Beats Talent, Unless Talent Works Hard: Exploring the Relationship Between Self-Efficacy and Sales Performance" (2020). Graduate Theses, Dissertations, and Problem Reports. 7585.