The Use of Job Titles for Automotive Salespeople: A Content Analysis and Survey of Consumer Impressions

Abstract

Research has shown that job titles can influence attitudes and opinions. Similar to brand names, job titles that project an undesirable image become candidates for change. In this regard, surveys have shown that the public has a generally low opinion of automotive salespeople. Assuming that automobile dealers are rational, one course of action would be to use job titles that project a more positive impression. To determine the extent that this has been done, an audit was conducted at 109 dealerships throughout the state of Utah. Approximately 45 percent of the dealerships report using the term consultant as part of the job title. Results of a perception survey showed that the term consultant did not significantly influence perceptions. Managerial implications for the automotive industry as well as directions for future research are discussed.