Different personality-types in the purchasing area and their impact on the sales department

Robert Füreder, Florian Farthofer

Research output: Contribution to conferencePaperpeer-review


Based on individual personalities, people behave different in general and thus in a selling process. This article is based on brain researcher Paul MacLean's theoretical approach to analyzing different types of personalities. People think and act in diverse ways, depending on which part of the brain is dominant. With his discovery the relationship between brain structure and human character can be understood. In the Biostructural Analysis, this dominance of different sections of the brain is visualized by certain colors. If a person's limbic system is predominant, this person can be characterized as a red type. Green stands for the dominance of the brain stem, whereas the neocortex is most influential with blue types. The aim of this research is to analyze which personality types (red, green, blue) are present in the field of business to business purchasing in Austria. Therefore an empirical study was conducted in order to define the different personality types. The study was conducted by using an online questionnaire. The results have shown that there is a predominant personality profile (or combination thereof) in the field of purchasing. The results have shown that there are significant personality differences between purchasing and sales departments in the business to business area. Knowledge about which personalities participate in negotiations and how to deal with them can increase the probability of a win-win situation and a positive contract conclusion.
Original languageEnglish
Publication statusPublished - 2013
EventCross-Cultural Conference 2013 - Steyr, Austria
Duration: 8 May 20138 May 2013


ConferenceCross-Cultural Conference 2013


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