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EMAC 2023 Regional Conference

The effect of sales force control systems on cognitive and affective motivation of salespeople

Published: November 22, 2023


Rushana Khusainova, University of Bristol


Salesperson motivation is one of the key themes in sales research and practice. This research examines the effect of the key salesperson steering mechanisms, sales force control systems, on motivation. Specifically, the study assesses the impact of formal and informal salesforce control systems on cognitive and affective orientations of intrinsic and extrinsic motivational orientations. Data was collected from a cross-sectional sample of 196 professional salespeople. Findings utilising multiple regression analysis highlight the importance of informal control systems (e.g. cultural control) in influencing salesperson motivation. The study also offers vital managerial recommendations and proposes avenues for future research in salesforce control and motivation.