The personnel selection of salespeople can rely on the measurement of basic abilities and personality features such as for example intelligence, communication skills, social skills and extroversion. However, a more specific measure, focusing on an ability to persuade would be beneficial in the decision process. In a series of studies, a situation based, achievement test of persuasion related abilities has been developed. The test measures persuasion knowledge (e.g., Campbell & Kirmani, 2008; Friestad & Wright, 1994) in general, not focusing on commercial persuasion exclusively. The questionnaire requires recognition of others' intentions, persuasion strategies and predictions about the effectiveness of those strategies. The test was developed based on the data of university samples, but was also tried on salesmen and teachers.Based on our results, the specific test is reliable; and shows validity as it is in line with measures of motivation to search for intentions, or understanding of pricing tactics. Based on a discriminant analysis, the measure can support the differentiation of salespeople from others, hence it may be applied in personnel selection.
Istvan Hidegkuti, University of Debrecen, Hungary
Katalin Balazs, University of Debrecen, Hungary
Stream: Industrial Organization and Organization Theory
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