The Effect of Forgiveness on Salesperson Attitudes and Outcomes: A Conceptual Framework

Salespersons must effectively cope with stress to avoid its adverse consequences on the salesperson, the employer, and customers. This paper presents a conceptual framework investigating the effect of forgiveness on outcomes important to salespersons and sales management. This framework suggests that forgiveness can be viewed as a resource that reduces the salesperson’s negative affect and other reactions to excessive stress while enhancing their job satisfaction, organizational commitment, performance, and customer orientation. Testable propositions are developed, and managerial implications are discussed.