Examlex
Both salespeople and customers vary individually in their approaches to sales interactions, for example, in assertiveness, intimidation, knowledge of traits and preferences of people, etc. This variability is known as:
Motivation
The process that initiates, guides, and maintains goal-oriented behaviors.
Social Comparison Theory
The belief that a person's societal and personal value is self-assessed by measuring themselves against others whom they view as being on better or worse footing.
Festinger
A reference to Leon Festinger, a psychologist best known for Cognitive Dissonance Theory, which suggests that we have an inner drive to hold all our attitudes and beliefs in harmony and avoid disharmony.
Normative Social Processes
Social mechanisms that dictate acceptable behaviors and beliefs within a society, guiding individuals on how to act according to societal norms.
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