Stereotypes of Taiwanese salespeople at the service interface
by Nick Lee, Amanda Beatson, Yuh-Jiin Lin
International Journal of Services Technology and Management (IJSTM), Vol. 14, No. 2/3, 2010

Abstract: 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.

Online publication date: Sun, 01-Aug-2010

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