On Salesperson Judgment and Decision Making

Son K. Lam*, Michel Van der Borgh

*Corresponding author for this work

Research output: Contribution to journalComment/debateResearchpeer-review


Prior research on salesperson judgment and decision making (JDM) has been fragmented. After identifying how salespeople uniquely differ from other decision makers and unpacking how various personal selling issues can benefit from research in the JDM domain, the authors provide a framework to guide future research on salesperson JDM. The framework includes a research idea generation template to facilitate the identification of theoretically and substantively important research questions about salesperson JDM.
Original languageEnglish
JournalJournal of the Academy of Marketing Science
Issue number5
Pages (from-to)855-863
Number of pages9
Publication statusPublished - Sept 2021

Bibliographical note

Published online: 3. Marts 2021


  • Salespeople
  • Decision making
  • Judgment

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