An empirical investigation into the relationship between the Myers-Briggs model of Jungian psychosocial type and multi-line insurance agent sales performance: Implications for agent selection

Richard Mead Lewis Jr., Louisiana Tech University


A review of previous literature on the relationship between personality and sales performance has produced inconsistent results. This study represented the first known empirical investigation into the relationship of Jungian psychological type and multi-line insurance agent sales performance. Jungian psychological type theory was operationalized using the Myers-Briggs Type Indicator (MBTI)-Form F. The primary purpose of the study was to develop a more effective multi-line insurance agent selection profile using Jungian psychological type theory. Agents' demographic and geographic characteristics were also studied.

The sample included 280 multi-line insurance agents. Sample respondents represented a multi-line insurance company located in the Southwestern region of the United States.

The study data were analyzed using descriptive statistics, correlation, chi-square, simple and stepwise multiple regression, and MANOVA. A total of 14 research hypotheses were posited to demonstrate a significant relationship between Jungian psychological type, including personal and demographic variables, and agents' sales performance.

The results indicated the most frequent of the 16 psychological types was ESTJ (25 percent of the sample). The number of agents characterized by the ESTJ psychological type was four times greater than the number expected by chance alone. Insurance agents characterized by the ESTP psychological type had a significant relationship to sales performance at p $<$.01 confidence level. The insurance agent profile significantly related to sales performance was characterized by agents with ESTP psychological type serving smaller populations in suburban areas and indicating high levels of job satisfaction. The preceding variables, although significant, did not demonstrate a strong linear relationship with agent sales performance. The results indicated a significant over representation of "ES$\sb-$J" (45 percent) and under representation of "INT$\sb-$" (1 percent), "INF$\sb-$" (2 percent) and "IN$\sb-$P" (2 percent) Jungian psychological type preferences. Conclusions and directions for future research are presented.