A Cross-Generational Comparison of Motivational Factors in a Sales Career Among Gen-X and Gen-Y College Students

This study is a replication and extension of a study by Castleberry (1990) in which 12 motivational factors related to a sales career were compared across generations. The importance of 12 key motivational factors related to sales positions were rank ordered by 1,390 college students. Respondents represented Gen-X college students from 1990 and Gen-Y students from 2006. The job itself and pay were consistently ranked first and second in both studies for “today” and “ten years in the future.” Gen-Y students rated “hygiene” factors related to job security as significantly more important than did Gen-X students. Conversely, Gen-X students rated “satisfier” factors as significantly more important than did Gen-Y students. Implications for sales managers, recruiters, and educators are provided based on the findings.