Gender bias in sales evaluation and hiring

Bahar Ashnai, Sudha Mani, Prabakar Kothandaraman

Research output: Contribution to conferenceAbstractpeer-review

Abstract

Based on sociological theories and the contradicting findings in prior research on gender bias, we examine how gender bias affects the evaluation of sales candidates Specifically, in this study we explore the effect of gender mis-match between the candidate and the recruiter on candidate’s performance in a sales role-play and on the likelihood of hiring the candidate. We test the hypotheses using data from a multi-year national sales competition held at a leading public
university in the United States. We find that gender mis-match between the candidate and the recruiter affects the likelihood of hiring the candidate. However, we do not find any effect of gender mis-match on the candidate’s sales role-play performance evaluation. Our theoretical contribution resides in shedding light on the gender-based biases and stereotypes that exist in sales performance evaluation and hiring decisions.
Original languageEnglish
Pages21
Number of pages1
Publication statusPublished - 2018
EventAustralian and New Zealand Marketing Academy Conference (ANZMAC 2018) - Adelaide Convention Centre, Adelaide, Australia
Duration: 3 Dec 20185 Dec 2018
https://anzmac.wildapricot.org

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (ANZMAC 2018)
CountryAustralia
CityAdelaide
Period3/12/185/12/18
Internet address

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