Cognitive bias in salespersons in specialty drug selling of pharmaceutical industry

International Journal of Pharmaceutical and Healthcare Marketing

Volumn 6, Issue 4, 2012, Pages 310-335

  Wasuja, Sachin ^a   Sagar, Mahim ^a   Sushil, ^a  

^a INDIAN INSTITUTE OF TECHNOLOGY DELHI   (India)

Author keywords

Cognitive bias; Pharma sales; Pharmaceutical marketing; Pharmaceutical products; Pharmaceutical selling; Sales management; Specialty pharmaceuticals; Specialty selling

Indexed keywords

EID: 84870193929     PISSN: 17506123     EISSN: None     Source Type: Journal    
DOI: 10.1108/17506121211283217     Document Type: Article

References (59)

1. Allman, L. (2003), "The relationship between physicians and the pharmaceutical industry: ethical problems with the every-day conflict of interest" in H E C Forum, Vol. 15, No. 2, pp. 155-70.
2. Balcetis, E. and Dunning, D. (2007), "Cognitive dissonance and the perception of natural environments" in Psychological Science, Vol. 18, No. 10, pp. 917-21.
3. Baskerville, R. and Pries-Heje, J. (1999), "Grounded action research: a method for understanding IT in practice" in Accounting Management and Information Technologies, Vol. 9, No. 1, pp. 1-23.
4. Bell, S. (1998), "Managing and learning with logical frameworks: the case of an MIS project in China" in Human Systems Management, Vol. 17, No. 1, pp. 15-27.
5. Burris, C.T., Harmon-Jones, E. and Tarpley, W.R. (1997), "'By faith alone': religious agitation and cognitive dissonance" in Basic and Applied Social Psychology, Vol. 19, No. 1, pp. 17-31.
6. Business Wire (2010), Research and Markets: the Specialty Pharmaceutical Market Outlook: Key Players, Opportunities and Future Trends, available at: www.businesswire.com/news/home/20100406005904/en/Research-Markets-Specialty-Pharmaceutical-Market-Outlook-Key (accessed 26 July 2012).
7. Corbin, J. and Strauss, A. (1990), "Grounded theory research: procedures, canons, and evaluative criteria" in Qualitative Sociology, Vol. 13, t, pp. 3-21.
8. DeConinck, J.B. and Johnson, J.T. (2009), "The effects of perceived supervisor support, perceived organizational support, and organizational justice on turnover among salespeople" in Journal of Personal Selling & Sales Management, Vol. 29, No. 4, pp. 333-50.
9. Diamantopoulos, A. and Inglis, K. (1998), "Identifying differences between high and low involvement exporters" in International Marketing Review, Vol. 5, No. 2, pp. 52-60.
10. Epstein, B. (2004), "Souping up the rep" in Medical Marketing & Media, November, pp. 54-62.
11. Gbadamosi, A. (2009), "Cognitive dissonance" in International Journal of Retail & Distribution Management, Vol. 37, No. 12, pp. 1077-95.
12. Giacobbe, R.W., Jackson, D.W. Jr, Crosby, L.A. and Bridges, C.M. (2006), "A contingency approach to adaptive selling behavior and sales performance: selling situations and salesperson characteristics" in Journal of Personal Selling & Sales Management, Vol. 26, No. 2, pp. 115-42.
13. Glaser, B.G. (1992), Emergence vs Forcing: Basics of Grounded Theory Analysis, Sociological Press, Mill Valley, CA.
14. Glaser, B.G. and Strauss, A.L. (1967), The Discovery of Grounded Theory: Strategies for Qualitative Research, Aldine, New York, NY.
15. Glass, H.E. and Poli, L.G. (2009), "Pressure points on pharmaceutical industry executives: what lies ahead?" in International Journal of Pharmaceutical and Healthcare Marketing, Vol. 3, No. 1, pp. 74-83.
16. Gudiksen, M., Fleming, E., Furstenthal, L. and Ma, P. (2008), "What drives success for specialty pharmaceuticals?" in Nature, Vol. 7, pp. 563-7.
17. Harmon-Jones, E. and Harmon-Jones, C. (2008), "Action-based model of dissonance: a review of behavioral, anterior cingulate, and prefrontal cortical mechanisms" in Social and Personality Psychology Compass, Vol. 2, No. 3, pp. 1518-38.
18. Hoorens, V. (1993), "Self-enhancement and superiority biases in social comparison" in European Review of Social Psychology, Vol. 4, pp. 113-39.
19. Hsu, Y., Wenchang, F. and Lee, Y. (2009), "Ethically questionable behavior in sales representatives - an example from the Taiwanese pharmaceutical industry" in Journal of Business Ethics, Vol. 88, pp. 155-66.
20. Hunter, G.L. and Goebel, D.J. (2008), "Salespersons' information overload: scale development, validation, and its relationship to salesperson job satisfaction and performance" in Journal of Personal Selling & Sales Management, Vol. 28, No. 1, p. 21.
21. Jelinek, R. and Ahearne, M. (2006), "The enemy within: examining salesperson deviance and its determinants" in Journal of Personal Selling & Sales Management, Vol. 26, No. 4, pp. 327-44.
22. Kahneman, D. and Frederick, S. (2002), "Representativeness revisited: attribute substitution in intuitive judgment" in Gilovich, T., Griffi{ligature}n, D. and Kahneman, D. (Eds.), Heuristics and Biases: The Psychology of Intuitive Judgment, Cambridge University Press, Cambridge, pp. 51-2.
23. Kim, S. and Hong, J.-S. (2005), "The relationship between salesperson competencies and performance in the Korean pharmaceutical industry" in Management Revue, Vol. 16, No. 2, pp. 259-68.
24. Krishnan, B.C., Netemeyer, R.G. and James, S.B. (2002), "Self-efficacy, competitiveness and effort as antecedents of salesperson performance" in Journal of Personal Selling & Sales Management, Vol. 22, No. 4, pp. 285-95.
25. Kunda, Z. (1990), "The case for motivated reasoning" in Psychological Bulletin, Vol. 108, No. 3, pp. 480-98.
26. Lagace, R.R., Dahlstrom, R. and Gassenheimer, J.B. (1991), "The relevance of ethical salesperson behavior on relationship quality: the pharmaceutical industry" in Journal of Personal Selling & Sales Management, Vol. 9, No. 4, pp. 39-47.
27. Lindsey-Mullikin, J. (2003), "Beyond reference pricing: understanding consumers' encounters with unexpected prices" in Journal of Product & Brand Management, Vol. 12, No. 3, pp. 140-53.
28. McClaren, N. (2000), "Ethics in personal selling and sales management: a review of the literature focusing on empirical findings and conceptual foundations" in Journal of Business Ethics, Vol. 27, pp. 285-303.
29. McFarland, R.G. and Kidwell, B. (2006), "An examination of instrumental and expressive traits on performance: the mediating role of learning, prove and avoid goal orientations" in Journal of Personal Selling & Sales Management, Vol. 26, No. 2, pp. 143-59.
30. McNeill, P.M., Kerridge, I.H., Arciuli, C., Henry, D.A., Macdonald, G.J., Day, R.O. and Hill, S.R. (2006), "Gifts, drug samples, and other items given to medical specialists by pharmaceutical companies" in Bioethical Inquiry, Vol. 3, No. 3, pp. 139-48.
31. Macintosh, G., Anglin, K.A., Szymanski, D.M. and Gentry, J.W. (1992), "Relationship development in selling: a cognitive analysis" in Journal of Personal Selling & Sales Management;, Vol. 12, No. 4, pp. 23-34.
32. Mehmetoglu, M. and Altinay, L. (2006), "Examination of grounded theory analysis with an application to hospitality research" in International Journal of Hospitality Management, Vol. 25, No. 1, pp. 12-33.
33. Miao, C.F. and Evans, K.R. (2007), "The impact of salesperson motivation on role perceptions and job performance - a cognitive and affective perspective" in Journal of Personal Selling & Sales Management, Vol. 27, No. 1, pp. 89-101.
34. Miao, C.F., Lund, D.J. and Evans, K.R. (2009), "Re-examining the influence of career stages on salesperson motivation: a cognitive and affective perspective" in Journal of Personal Selling & Sales Management, Vol. 29, No. 3, pp. 243-55.
35. Miller, W. (2005), "Managing the newest generation of wonder drugs: specialty pharmaceuticals" in Pharmacy Benefits, October, pp. 29-30.
36. Morgando, E.M., Reinhard, N. and Watson, R.T. (1995), "Extending the analysis of key issues in information technology management", Proceedings of the Sixteenth International Conference on Information Systems, Amsterdam, Netherlands, December, pp. 13-16.
37. Mullins, C.D., DeVries, A.R., Hsu, V.D., Meng, F. and Palumbo, F.B. (2005), "Variability and growth in spending for outpatient specialty pharmaceuticals" in Health Affairs, Vol. 24, No. 4, pp. 1117-27.
38. Nasim, S. (2011), "Total interpretive structural modeling of continuity and change forces in e-government" in Journal of Enterprise Transformation, Vol. 1, No. 2, pp. 147-68.
39. O'Neill, M. and Palmer, A. (2004), "Cognitive dissonance and the stability of service quality perceptions" in Journal of Services Marketing, Vol. 18, No. 6, pp. 433-49.
40. Overwalle, F.V. and Jordens, K. (2002), "An adaptive connectionist model of cognitive dissonance" in Personality and Social Psychology Review, Vol. 6, No. 3, pp. 204-31.
41. Pettijohn, C.E., Rozell, E.J. and Newman, A. (2010), "The relationship between emotional intelligence and customer orientation for pharmaceutical salespeople: a UK perspective" in International Journal of Pharmaceutical and Healthcare Marketing, Vol. 4, No. 1, pp. 21-39.
42. Pharmaceutical Care Management Association (2004), "How pharmacy benefit managers help employers provide safer, more affordable prescription drug benefits", available at: http://pcmanet.org/.
43. Pinsonault, T. (2005), "The world of specialty pharma" in Pharmaceutical Representative, Vol. 35, No. 6, pp. 18-21.
44. Prasad, U.C. and Suri, R.K. (2011), "Modelling of continuity and change forces in private higher technical education using total interpretive structural modelling (TISM)" in Global Journal of Flexible Systems Management, Vol. 12, 3 & 4, pp. 31-40.
45. Radin, T.J. and Predmore, C.E. (2002), "The myth of the salesperson: intended and unintended consequences of product- specific sales incentives" in Journal of Business Ethics, Vol. 36, pp. 79-92.
46. Rojas, M. (2009), "Price discrimination by pharmaceutical companies across Central American countries" in International Journal of Pharmaceutical and Healthcare Marketing, Vol. 3, No. 2, pp. 118-36.
47. Sage, A.P. (1977), Methodology for Large-scale Systems, McGraw-Hill, New York, NY.
48. Saxena, J.P. and Sushil, Vrat (2006), Policy and Strategy Formulation: An Application of Flexible Systems Methodology, GIFT Publishing, Global Institute of Flexible Systems Management, New Delhi.
49. Schacter, D.L. (1999), "The seven sins of memory: insights from psychology and cognitive neuroscience" in American Psychologist, Vol. 54, No. 3, pp. 182-203.
50. Sillup, G.P. and Porth, S.J. (2008), "Ethical issues in the pharmaceutical industry: an analysis of US newspapers" in International Journal of Pharmaceutical and Healthcare Marketing, Vol. 2, No. 3, pp. 163-80.
51. Spangenberg, R.E., Sprott, D.E., Grohmann, B. and Smith, R.J. (2003), "Mass communicated prediction requests: practical applications and a cognitive dissonance explanation for self-prophesy" in Journal of Marketing, Vol. 67, No. 3, pp. 47-62.
52. Sushil (2005a), "Interpretive matrix: a tool to aid interpretation of management in social research" in Global Journal of Flexible System Management, Vol. 6, No. 2, pp. 27-30.
53. Sushil, (2005b), "A flexible strategy framework for managing continuity and change" in International Journal of Global Business and Competitiveness, Vol. 1, No. 1, pp. 22-32.
54. Sushil (2009), "Interpreting the interpretive structural model: organization research methods", working paper, IIT, Delhi.
55. Sweeney, J.C., Hausknecht, D. and Soutar, G.N. (2000), "Cognitive dissonance after purchase: a multidimensional scale" in Psychology & Marketing, Vol. 17, No. 5, pp. 369-85.
56. Tengilimoglu, D., Kisa, A. and Ekiyor, A. (2004), "The pharmaceutical sales rep/physician relationship in turkey: ethical issues in an international context" in Health Marketing Quarterly, Vol. 22, No. 1, pp. 21-39.
57. Warfield, J.N. (1974), "Towards interpretation of complex structural models" in IEEE Transactions: System, Man and Cybernetics, Vol. 4, No. 5, pp. 405-17.
58. Warfield, J.N. (1976), Societal Systems: Planning, Policy and Complexity, Wiley, New York, NY.
59. Wilson, P.H., Strutton, D. and Farris, T.M. II (2002), "Investigating the perceptual aspects of sales training" in Journal of Personal Selling & Sales Management, Vol. 12, No. 2, pp. 77-86.