Are Some Salespeople From Venus and Others From Mars? a Theory and Test of Interpersonal Mentalizing Using Functional Mri

Roeland C. Dietvorst , Erasmus University, The Netherlands
Willem J. M. I. Verbeke , Erasmus University, The Netherlands
Richard P. Bagozzi , University of Michigan, USA
Carolyn Yoon, Marion Smits , Aad van der Lugt , University of Michigan, USA; Erasmus University, The Netherlands; Erasmus University, The Netherlands
Brain processes of salespeople are investigated in order to discover why some salespeople are better at interpersonal mentalizing than others. Based upon research on autism and neuroscience, we develop a model of brain functioning that differentiates better, from less, skilled interpersonal mentalizers. The convergent, discriminant, concurrent, predictive, and nomological validities of measures of the scale are established by use of four methods in four separate studies: confirmatory factor analysis, structural equation models, multitrait-multimethod matrix procedures, and fMRI. The study is one of the first to test the validity of measures of a scale not only in traditional ways but also by adopting procedures from neuroscience.
[ to cite ]:
Roeland C. Dietvorst , Willem J. M. I. Verbeke , Richard P. Bagozzi , and Carolyn Yoon, Marion Smits , Aad van der Lugt (2009) ,"Are Some Salespeople From Venus and Others From Mars? a Theory and Test of Interpersonal Mentalizing Using Functional Mri", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 4-7.