Managing differential effects of salespersons’ regulatory foci–a dual process model of dominant and supplemental pathways

Extant research on salespersons’ regulatory foci has mainly focused on behaviors that are congruent with salespersons’ regulatory orientations (dominant pathway) to the neglect of alternate, yet essential salesperson behaviors that may render less “fit” (supplemental pathway). Moreover, the literature is also silent on managerial actions that can motivate salespeople to perform even when the environment is not conducive to perceived fit. Using a triadic dataset from salespeople, their managers, and archival performance records, the authors find that a competitive psychological climate can strengthen the regulatory fit of promotion focus and adaptive selling, which can be further reinforced (inadvertently disrupted) if managers deploy outcome (behavioral) control. By contrast, prevention focus shows an opposite pattern, in which behavioral control strengthens, whereas outcome control weakens, the perceived fit of prevention focus and service behaviors in a highly competitive climate. Importantly, our findings elucidate the complementary (as opposed to contradictory) nature of the dual process model of dominant and supplemental pathways, by illustrating their positive synergistic effect on salesperson performance. Together, these findings clarify the underlying dual mechanisms of regulatory foci and their respective boundary conditions, thereby shedding light on ambiguities in extant literature and providing actionable managerial guidance.