Crisis of Conscience: The Use of Coercive Sales Tactics and Resultant Felt Stress in the Salesperson

A considerable amount of research has focused on stress in personal selling, primarily focusing on role demands. However, the issue of how a salesperson’s sales behaviors relate to his or her own stress has largely been unaddressed. The author investigates felt stress in the salesperson as a consequence of using coercive sales tactics. The role of learning orientation as a coping resource is also examined. It was found that the use of coercive sales tactics (threats and promises) is associated with higher levels of felt stress. This stress, in turn, is related to lower levels of manifest influence. Learning orientation serves as a coping resource, moderating the relationship between threats and felt stress.

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