Compliance versus preference: Understanding salesperson response to contests

Fanny Poujol (), Christophe Fournier () and John F. Tanner Jr
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Fanny Poujol: INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics, MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School
Christophe Fournier: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School
John F. Tanner Jr: Baylor University

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Abstract: Firms use sales contests to motivate salespeople; however, knowledge of their impact on salespeople is scarce. Acceptance of the contest, according to goal-setting theory, is essential for a contest to motivate salespeople (Hile-Hart et al., 1989). Yet attitude toward (or preference for) the contest is an important factor in motivating effort (Murphy and Dacin, 1998). In an experiment with financial services salespeople, this study examines the compliance effect (Chowdhury, 1993) and propositions that Murphy and Dacin (1998) suggest. Results support goal-setting theory, but also the importance of salesperson's attitude to the contest. While the study partially confirms Chowdhury's (1993) results regarding the influence of contest difficulty, his suggestion that difficulty leads to goal acceptance was not. Valence for winning does not relate to attitude significantly in the study here, contrary to Murphy and Dacin's (1998) propositions. The article develops an integrative model with implications for research and practice.

Keywords: Sales; contest; Motivation; Incentive; Salespeople; Compliance; effect; Goal-setting; theory (search for similar items in EconPapers)
Date: 2011
Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-03122105v1
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Citations: View citations in EconPapers (2)

Published in Journal of Business Research, 2011, 64 (7), pp.664-671. ⟨10.1016/j.jbusres.2010.08.016⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03122105

DOI: 10.1016/j.jbusres.2010.08.016

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