Impression management tactics and affective context: influence on sales performance appraisal

What is it about?

Despite the recognition that the subordinate's influence is a particularly noteworthy feature of the social context with considerable potential to affect the performance evaluation process, there are almost no studies that consider this influence in a selling context. Attempting to contribute to address these needs, the model presented here depicts a number of social and situational factors influencing supervisor's rating of salesperson's performance, primarily operating through affective processes. SEM results indicated that supervisor‐focused impression management was positively related to the supervisor's liking of the salesperson. A salesperson's physical attractiveness demonstrated significant positive effects on performance ratings, through the influence on supervisor's liking and salesperson's interpersonal skills.

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Why is it important?

Sales managers should be aware that salespeople might be using impression management tactics and that the use of these behaviours might influence the way that they evaluate their employee's performance. Managers should also remain vigilant to the potential bias based on physical appearance in hiring and supervising salespeople.