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Adaptive Selling: Conceptualization, Measurement, and Nomological Validity
Rosann L. Spiro and Barton A. Weitz
Journal of Marketing Research
Vol. 27, No. 1 (Feb., 1990), pp. 61-69
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3172551
Page Count: 9
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A 16-item scale is developed to measure the degree to which salespeople practice adaptive selling-the degree to which they alter their sales presentation across and during customer interactions in response to the perceived nature of the sales situation. This paper-and-pencil scale assesses self-reports of five facets of adaptive selling: (1) recognition that different sales approaches are needed for different customers, (2) confidence in ability to use a variety of approaches, (3) confidence in ability to alter approach during an interaction, (4) collection of information to facilitate adaptation, and (5) actual use of different approaches. The reliability of the scale is .85. Support for the nomological validity of the scale is found by failure to disconfirm relationships with an antecedent (intrinsic motivation), several general personality measures of interpersonal flexibility (self-monitoring, empathy, locus of control, and androgyny), and a consequence (self-reported performance).
Journal of Marketing Research © 1990 American Marketing Association