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An Emotion-Based Model of Salesperson Ethical Behaviors

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Abstract

Academic research studies examining the ethical attitudes and behaviors of salespeople have produced several frameworks that explore the ethical decision-making processes to which salespeople adhere when faced with ethical dilemmas. Past literature enriches our understanding; however, a critical review of the relevant literature suggests that an emotional route to salesperson ethical decision-making has yet to be explored. Given the fact that individuals’ emotional capacities play an important role in decision-making when faced with an ethical dilemma, there is a need for empirical research in this area. We address this issue by outlining and testing an emotion-based model to study the ethical attitudes and behaviors of salespeople in a relational selling context. Building on the cognitive-affective model proposed by Gaudine and Thorne (J Bus Ethics 31:175–187, 2001), we outline a framework that incorporates higher order prosocial emotions: capacity for concern and capacity for guilt. We include salesperson’s role clarity within the organization as a moderator to examine person–situation interaction.

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Authors and Affiliations

  1. Russ Berrie Institute for Professional Sales, William Paterson University, 1600 Valley Road, Wayne, NJ, 07470, USA

    Raj Agnihotri

  2. Department of Management and Marketing, Culverhouse College of Commerce and Business Administration, The University of Alabama, Tuscaloosa, AL, USA

    Adam Rapp

  3. Department of Professional Sales and Executive Director, Russ Berrie Institute for Professional Sales, William Paterson University, 1600 Valley Road, Wayne, NJ, 07470, USA

    Prabakar Kothandaraman

  4. Department of Marketing, XLRI, C H Area, Jamshedpur, India

    Rakesh K. Singh

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  1. Raj Agnihotri
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  2. Adam Rapp
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  3. Prabakar Kothandaraman
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  4. Rakesh K. Singh
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Correspondence to Raj Agnihotri.

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Agnihotri, R., Rapp, A., Kothandaraman, P. et al. An Emotion-Based Model of Salesperson Ethical Behaviors. J Bus Ethics 109, 243–257 (2012). https://doi.org/10.1007/s10551-011-1123-3

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