Sensation seeking and Customer orientation CO is expressed by the intention of establishing with the consumers a Salespeople’s long-term relationship, applying the marketing concept (Kotler, 1972), motivation (Thakor & Joshi, 2005) and empathy (Bagozzi et al., 2011; Dawson, Bloch, & Ridgway, 1990) in order to understand the customers. All these actions require the salespeople to take risks (Joshi & Randall, 2001; Pettijohn et al., 2002; Saxe & Weitz, 1982): they bet on uncertain long-term sales result instead of maintaining a short-term focus (Bagozzi et al., 2011). Moreover, in a knowledge-intense environment salespeople must be knowledge broker (W. Verbeke et al., 2011) and the activity of sourcing information involves tradeoffs and risk-taking: time spent gathering knowledge might be better spent on actual selling (Joshi & Randall, 2001; Saxe & Weitz, 1982). The literature explain that CO is also related to (Bonney & “opportunity recognition” Williams, 2009), so the ability to spot the needs and connect those needs customers’ with their categories and solutions (i.e., knowledge brokering; (W. Verbeke et al., 2011). Scholars have been found the ability of recognize the opportunity to be correlated with the genetic component of novelty seeking: the human reward system and the activation of the dopamine pathways in the brain (Bagozzi et al., 2011). Consequently, Customer oriented salespeople need to be novelty-seeking, condition that allows them to recognize the (sales) opportunity. In fact, Bagozzi et al., (2011)
Sensation seeking and Customer orientation Salespeople’s CO is expressed by the intention of establishing with the consumers a long-term relationship, applying the marketing concept (Kotler, 1972), motivation (Thakor & Joshi, 2005) and empathy (Bagozzi et al., 2011; Dawson, Bloch, & Ridgway, 1990) in order to understand the customers. All these actions require the salespeople to take risks (Joshi & Randall, 2001; Pettijohn et al., 2002; Saxe & Weitz, 1982): they bet on uncertain long-term sales result instead of maintaining a short-term focus (Bagozzi et al., 2011). Moreover, in a knowledge-intense environment salespeople must be knowledge broker (W. Verbeke et al., 2011) and the activity of sourcing information involves tradeoffs and risk-taking: time spent gathering knowledge might be better spent on actual selling (Joshi & Randall, 2001; Saxe & Weitz, 1982). The literature explain that CO is also related to “opportunity recognition” (Bonney & Williams, 2009), so the ability to spot the customers’ needs and connect those needs with their categories and solutions (i.e., knowledge brokering; (W. Verbeke et al., 2011). Scholars have been found the ability of recognize the opportunity to be correlated with the genetic component of novelty seeking: the human reward system and the activation of the dopamine pathways in the brain (Bagozzi et al., 2011). Consequently, Customer oriented salespeople need to be novelty-seeking, condition that allows them to recognize the (sales) opportunity. In fact, Bagozzi et al., (2011)
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