How Do Salespeople Make Decisions? The Role of Emotions and Deliberation on Adaptive Selling, and the Moderating Role of Intuition



This research explores how salespeople make decisions and what factors influence these decisions. Research in psychology suggests that, in making decisions, people use both intuition and deliberation, often relying on some degree of both processes. This study examines the impact of emotion, intuition, and deliberation on a salesperson's adaptability and resulting performance. Intuition is found to play a significant moderating role in the relationships between both deliberation and regulation of emotions on adaptive selling. However, as anticipated, the role of this moderation variable differs for each of these relationships. Findings suggest that intuition provides an important input to deliberative and emotive thought processes, and plays an important role in salesperson adaptiveness. Implications for salesperson mentoring and training programs are explored.