Salespeople are required to respond to multiple demands from coworkers as well as customers, making role stress an inevitable part of the job (Avlonitis and Panagopoulos 2006; Singh, Goolsby, and Rhoads 1994). Stress research has often relied on the stimulus-response paradigm to suggest that salespeople face stressful working conditions—stressors, which can result in negative attitudinal and behavioral responses, and strain (Netemeyer, Maxham, and Pullig 2005; Walker, Churchill, and Ford 1975). Studies on stressors have focused mainly on examining role stress, which is generally conceived of as role conflict that occurs when job expectations/demands are viewed as incompatible, and role ambiguity, which arises from uncertain job functions and responsibilities (Kahn et al. 1964; Rizo, House, and Lirtzman 1970). In our review of empirical research published in JPSSM from 1980 to 2009, we found 33 articles investigating role conflict and 45 articles investigating role ambiguity. This clearly shows
Salespeople are required to respond to multiple demands from coworkers as well as customers, making role stress an inevitable part of the job (Avlonitis and Panagopoulos 2006; Singh, Goolsby, and Rhoads 1994). Stress research has often relied on the stimulus-response paradigm to suggest that salespeople face stressful working conditions—stressors, which can result in negative attitudinal and behavioral responses, and strain (Netemeyer, Maxham, and Pullig 2005; Walker, Churchill, and Ford 1975). Studies on stressors have focused mainly on examining role stress, which is generally conceived of as role conflict that occurs when job expectations/demands are viewed as incompatible, and role ambiguity, which arises from uncertain job functions and responsibilities (Kahn et al. 1964; Rizo, House, and Lirtzman 1970). In our review of empirical research published in JPSSM from 1980 to 2009, we found 33 articles investigating role conflict and 45 articles investigating role ambiguity. This clearly shows