Using cognitive mechanism framework for analyzing the impact of feedback on B2B sales performance

Abstract

The purpose of this thesis is to analyze the impact of cognitive mechanisms such as attention, memory, learning, and biases on the reception and processing of feedback in B2B sales environments. The motivation for this study arises from the need to understand how and in what way feedback affects sales performance. The importance of feedback has been recognized as an important driver of performance, but when it comes to the role of feedback as a psychological and behavioral tool in the B2B sales model, it is still insufficiently explored. It is precisely this gap in research that motivates the analysis of feedback in the integration of cognitive science theories through practical frameworks, especially in culturally diverse sales environments. This paper should answer two important research questions: how feedback affects B2B sales performance and how can cognitive mechanism framework (s) bring additional insight into the connection of feedback on B2B sales performance. In this direction, a qualitative method was used through semi-structured interviews with a target group of 3 managers from Austria and 3 managers from Bosnia and Herzegovina, using the Mayring content analysis method. In terms of which feedback mechanisms are most useful, customer relationship management (CRM) tools and regular performance evaluations have been shown to be the most powerful for improving cognitive processes with an emphasis on attention, memory retention and adaptation in learning. This research has noted that cognitive biases such as confirmation bias and overconfidence are a very common obstacle to the correct interpretation of feedback. The consequences of this are potential resistance and reduced effectiveness. However, it is inevitable to mention emotional reactions to feedback, which are most often associated with stress and resistance, showing that organizations must find carefully balanced systems when it comes to feedback. In terms of practical implications, the research conducted within the study emphasizes the importance of structured feedback mechanisms that must be evidence-based, then integrated with real-time analytics to achieve strategic goals accordingly. Therefore, training programs that focus on bias awareness and fostering a culture of open communication are the best tools for optimizing feedback effectiveness in dynamic B2B environments. Further research should focus on analyzing cognitive dynamics through larger samples and quantitative methods.

Date of Award	2025
Original language	English
Supervisor	Peter Hutterer (Supervisor)