Although self-efficacy has been demonstrated to be positively associated with performance-related variables, few studies have looked at its possible antecedents in the context of personal selling. Applying social cognitive theory, this study posits that while self-efficacy positively affects performance, the salesperson’s learning effort directly affects self-efficacy. Furthermore, two task-related factors (perceived job autonomy and customer demandingness) and one individual difference variable (trait competitiveness) are proposed to affect salesperson learning effort and self-efficacy. Two empirical studies show consistent results regarding the positive effects of learning on efficacy and efficacy on performance as well as the influences of three exogenous constructs on learning and efficacy. Implications and future research directions are discussed.
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