Genetic and neurological foundations of customer orientation: field and experimental evidence

We explore genetic and neurological bases for customer orientation (CO) and contrast them with sales orientation (SO). Study 1 is a field study that establishes that CO, but not SO, leads to greater opportunity recognition. Study 2 examines genetic bases for CO and finds that salespeople with CO are more likely to have the 7R variant of the DRD4 gene. This is consistent with basic research on dopamine receptor activity in the brain that underlies novelty seeking, the reward function, and risk taking. Study 3 examines the neural basis of CO and finds that salespeople with CO, but not SO, experience greater activation of their mirror neuron systems and neural processes associated with empathy. Managerial and research implications are discussed. KeywordsKnowledge brokering–Opportunity recognition–Genetics–Customer orientation–Neuroscience–Biomarkers–Personal selling–Marketing concept.

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Bagozzi, R. P., Verbeke, W. J. M. I., van den Berg, W. E., Rietdijk, W. J. R., Dietvorst, R. C., & Worm, L. (2011).

Biomarkers, Customer orientation, Genetics, Knowledge brokering, Marketing concept, Neuroscience, Opportunity recognition, Personal selling


Hogeschool Leiden
Hogeschool Rotterdam
Groeneveld Academy
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Izebrand Management & Coaching
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