Purpose – This study aims to extend the current understanding in consumer behavior about plausible theoretical linkages between salespersons' activities, and the psychosocial benefits derived, and terminal values achieved by customers. Design/methodology/approach – The study carries out...

Purpose – The purpose of this article, based on the Indian philosophy of Karma that all individual actions have the power to bring joy or sorrow based on the nature of action, is to propose a new construct, salesperson's Karma Orientation, and discuss its antecedents and outcomes....