Research On The Relationship Among Goal Orientation In Performance Appraisal,Moral Identity,Moral Disengagement And Unethical Academic Promotion Of Pharmaceutical Sales Representatives

In recent years,with the rapid development of medical and health care in China,the problems of unethical pharmaceutical academic promotion of pharmaceutical sales representatives has received wide attention of all social sectors.Unethical academic promotion of pharmaceutical sales representatives is defined as the unethical academic promotion committed by pharmaceutical sales representatives in order to achieve short-term economic profit,while these behaviors violated the rules about pharmaceutical promotion and do harm to patients and its organizations.Unethical academic promotion of pharmaceutical sales representatives can bring organization short-term profit,but it may do harm to the organization in the long time.There are still few studies aiming to investigate the risk factors and underlying mechanisms of unethical academic promotion of pharmaceutical sales representatives.The current research has studied the effect of goal orientation in performance evaluation on unethical academic promotion of pharmaceutical sales representatives and the mediation role of moral disengagement and the moderation role of moral identity.392 pharmaceutical sales representatives participated in this study and were measured by Goal-orientated in Performance Evaluation Scale,Moral identity Scale,Moral disengagement Scale and Unethical Academic Promotion of Pharmaceutical Sales Representatives Scale.Following results were supported:1.Evaluation-oriented performance evaluation,development-oriented performance evaluation correlated positively and significantly with unethical academic promotion of pharmaceutical sales representatives.2.There existed a significantly positive correlation between moral disengagement and unethical academic promotion of pharmaceutical sales representative.Moreover,moral disengagement partially mediated the influence of evaluation-oriented performance evaluation on unethical academic promotion of pharmaceutical sales representative,but not mediated the effect of development-oriented performance evaluation.3.Moral identity moderated the relationships between evaluation-oriented performance evaluation,development-oriented performance evaluation and unethical academic promotion of pharmaceutical sales representative.Pharmaceutical sales representatives' tendency to engage in unethical academic promotion was affected by evaluation-oriented performance and development-oriented performance evaluation for those with low moral identity but not for those with high moral identity.4.Moral identity moderated the indirect effect of evaluation-oriented performance evaluation on unethical academic promotion through moral disengagement.The mediation effect of moral disengagement between evaluation-oriented performance and unethical academic promotion has only been found in individuals with low moral identity.