Stereotypes of salespeople in Taiwan: an empirical examination and research agenda

Nick J. Lee, John Rudd, Amanda T. Beatson, John W. Cadogan, Anne L. Souchon, Yuh-Jin Lin

Research output: Unpublished contribution to conferenceUnpublished Conference Paperpeer-review


Stereotypes of salespeople are common currency in US media outlets, and research suggests that these stereotypes are uniformly negative. However there is no reason to expect that stereotypes will be consistent across cultures. The present paper provides the first empirical examination of salesperson stereotypes in an Asian country, specifically Taiwan. Using accepted psychological methods, Taiwanese salesperson stereotypes are found to be twofold, with a negative stereotype being quite congruent with existing US stereotypes, but also a positive stereotype, which may be related to the specific culture of Taiwan.
Original languageEnglish
Number of pages14
Publication statusPublished - 2005
EventUK Academy of Marketing Conference - Dublin, Ireland
Duration: 1 Jul 20051 Jul 2005


ConferenceUK Academy of Marketing Conference


  • salespeople
  • stereotypes
  • international marketing


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