Patience, consideration and responsibility (P.C.R.): emerging psychological capacities for coping with crisis and persistent changes in personal selling

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The COVID-19 pandemic altered buyers’ concerns and resulted in more complex demand for high-involvement goods, such as financial products. These changes seem likely to persist after the pandemic. Additionally, other unforeseen events, although likely not as pervasive as the pandemic, could occur at any time. In this context, the ability of salespeople to keep their mental abilities sharp is vital in overcoming challenges and moving forward. This study highlights the emerging psychological capacities that help salespeople cope with new work circumstances following the COVID-19 pandemic, as well as dealing with other unforeseen events, and identifies ways to develop these psychological capabilities. Findings from in-depth interviews with 20 salespeople suggest that patience (P), consideration (C), and responsibility (R) are the emerging psychological capacities that motivate salespeople to achieve positive outcomes during and after the pandemic. These capacities can be developed through the exercise of passion and purpose, gratitude, long-term thinking, self-reflection, and self-compassion. We found the P.C.R. framework to fit the existing psychological capital (PsyCap) model, providing nuances to our understanding of PsyCap by proposing a framework with the emerging psychological capacities that salespeople require to succeed in the post-COVID personal selling environment. The study’s limitations and future research directions are also discussed.

Original languageEnglish
Pages (from-to)392-405
Number of pages14
JournalJournal of Personal Selling and Sales Management
Issue number4
Publication statusPublished - 2022


  • COVID-19
  • motivation
  • Personal selling
  • PsyCap
  • psychological capacities
  • qualitative approach

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