Speaker: Shiyang Gong, Associate Professor of Marketing at the Business School, Beijing Normal University.

Time: 10:00 a.m., April 19, 2024, GMT+8

Venue: Room 344, Chengzeyuan, PKU  

Abstract: 

Advances in molecular genetics have led to the exponential growth of the direct-to-consumer genetic testing industry. As genotyping costs plummet, genetic data have emerged as a novel yet realistic form of information with vast potential. This article presents one of the first marketing applications of molecular genetics. We report evidence that salespeople’s genetic variants linked to educational attainment predict sales performance. Both genetics and selling effort contribute to sales performance, whereas genetics contribute more than personality traits. We further show that adaptive learning, as captured in salespeople’s customer orientation and opportunity recognition skills, may explain the gene-sales relationship. We discuss the implications of these findings for sales management and the value of genetic research for the marketing field.

Source: National School of Development, PKU