COGNITIVE-STYLE AND CUSTOMER ORIENTATION

Cognitive style, the ways in which we take in information from the environment and process that information, has been shown to influence interactions in various behavioral fields. This paper investigates whether cognitive style would impact an individual's orientation toward the customer or toward the sale, as measured by the SOCO scale. The results suggest that cognitive style can influence one's orientation. This knowledge should prove useful to sales managers in designing training programs for new sales personnel, as well as in assigning sales personnel to specific selling tasks.