“…For example, researchers in management have found that people with different cognitive styles prefer different ways of hand];ng conflicts (e.g., Ki]mAnn & Thomas, 1975), different problemsolving approaches (e.g., Hellriegel & Slocum, 1975), and that they pro-cess information differently (Smith & Urban, 1978). The psychology, social-psychology, and education literatures have also amassed numerous cases revealing that people of diFFering cognitive styles differ in their approach to information processing, decision m~klng, learnlng, and communicating (e.g., Carlson & Levy, 1973;McCaulley & Natter, 1974;Levin, 1978;Thompson, 1984). Since all of these processes impact interpersonal interactions, and since interpersonal interactions affect a salesperson's customer relations, it seems likely that cognitive style will influence an individual's orientation toward the customer (a customer orientation) or toward making the sale (a sales orientation).…”