CROSS-CULTURAL PERCEPTIONS OF AGE DISCRIMINATION AMONG SALESPEOPLE Michael L. Mallin Ellen B. Pullins Richard E. Buehrer The University of Toledo June 3 - 5, 2009 GSSI Conference June 3 - 5, 2009

OBJECTIVES  Conceptualize and present research propositions that cross- cultural dimensions impact the intergenerational relationships between seller and buyer. These include: Perceptions of seller age discrimination Impact on seller psychological well-being Impact on seller performance GSSI Conference June 3 - 5, 2009

1.Self categorization (i.e., gender, race, age) 2.Identification (i.e., association with a particular category/group) 3.Comparison (i.e., “in-group” versus “out-group”) 4.Distinctiveness (i.e., source of in-group favoritism and out-group discrimination) Social Identity Theory (Tajfel and Turner 1986) BACKGROUND GSSI Conference June 3 - 5, 2009

1.Power Distance - “the extent to which a society accepts that power in institutions and organizations is distributed unequally”  Higher in S.E. Asia, Greece, India  Lower in U.S., Finland, U.K. Two Dimensions of Cross Cultural Differences (Hofstede 1983) BACKGROUND GSSI Conference June 3 - 5, Individualism - “the extent to which people are primarily concerned with taking care of themselves and less recognition is given to differences between in-group and out-group membership…”  Higher in U.S., Finland, U.K.  Lower in S.E. Asia, Greece, India

CONSTRUCTS Perceived Discrimination: Definitions –“…the actions arising from individuals that disproportionately harm members of socially marginalized groups…” (Gee Pavalko, and Long 2007) –“…such actions can lead to negative feelings resulting in health outcomes such as stress, distress, and functional limitations…” (Mays et al. 1996; Pavalko et al. 2003) Evidence of Age Discrimination in the work/sales environment stemming from generational differences. GSSI Conference June 3 - 5, 2009

CONSTRUCTS Consequences from Perceived Discrimination: –Lower job specific self-esteem –Higher job stress/anxiety –Lower selling performance GSSI Conference June 3 - 5, 2009 Cultural Dimensions (proposed) to impact both perceived discrimination and its consequences: –Power distance –Individualism

RESEARCH PROPOSITIONS  The frameworks of social identify theory and Hofstede’s work on cultural differences across nations may be integrated to conceptualize research propositions of the relative impact of a salesperson’s perceptions of age discrimination on psychological well-being factors and selling performance. GSSI Conference June 3 - 5, 2009

MODEL Power Distance Perceived Age Discrimination Psychological Well-Being Job Specific Self-Esteem Job Stress/Anxiety Selling Performance P1- P3- P4+ P7- GSSI Conference June 3 - 5, 2009 P2+ Individualism P8a-P8b+ P5a-P5b- P6a+P6b+

RESEARCH IMPLICATIONS  The proposed model and research propositions provide us with a good starting point to understand how we might compare salespeople in other cultures relative to how perceived age discrimination impacts psychological well- being and selling performance.  This research may illuminate the differing views sales managers may or may not have towards the reliability, productivity, and motivation of older salespeople versus younger salespeople. GSSI Conference June 3 - 5, 2009

FURTHER RESEARCH Cross Cultural Sample –Subsequent research could center on expanding our model to better understand how salespeople from different cultures respond (differently) to perceptions of age discrimination. Buyer’s Perceptions –How do buyers perceive salespeople who are from a different age-group than themselves? –How do buyers perceive salespeople who are from a different culture than themselves? GSSI Conference June 3 - 5, 2009