Document Type

Article

Publication Date

1-27-2015

Publication Title

Journal of Marketing Education

Volume

37

Issue

1

First Page

25

Last Page

35

Abstract

Despite demand for new graduates seeking a sales position, student reticence toward pursuing a sales career remains. While all students will not choose a sales career, diminishing the existence of sales-related misconceptions among the student population should establish sales as a viable career path for a larger number of students. We test six educational interventions in large Principle of Marketing classes from three different universities (n = 1,355) to help identify educational practices for reducing student reticence toward a career in sales. Our results show that while all six educational approaches raise students’ perceptions and interest in a selling career, the utilization of experienced salespeople to present classroom materials and to discuss their sales career was the most effective. Classroom lecture and role-plays by university sales students had the second highest intent to pursue intervention scores. We offer recommendations for how to best present sales material to these large, lecture-based courses.

Comments

© The Author(s) 2015. DOI: 10.1177/0273475314568431.

The published version can be found here: https://journals.sagepub.com/doi/full/10.1177/0273475314568431

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