Stereotypes of Taiwanese salespeople at the services interface

Nick J. Lee, Amanda Beatson, Yuh-Jiin Lin

Research output: Contribution to journalArticlepeer-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
Pages (from-to)217-232
Number of pages16
JournalInternational Journal of Services Technology and Management
Issue number2-3
Publication statusPublished - Aug 2010


  • salespeople
  • negative stereotypes
  • positive stereotypes
  • international marketing
  • Taiwan
  • stereotyping
  • service interfaces
  • service personnel


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