CROSS-CULTURAL PERCEPTIONS OF AGE DISCRIMINATION AMONG SALESPEOPLE Michael L. Mallin

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

2. 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

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

4. 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. BACKGROUND • Two Dimensions of Cross Cultural Differences (Hofstede 1983) • 2. 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 GSSI Conference June 3 - 5, 2009

5. 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

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

7. 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

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

9. 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

10. 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