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Sellers’ behavior is an important part of trading effectiveness. The objective of thepresented research, which included participation of 208 sellers, was to identify and specify differences among the selected generations (Baby Boom, X, Y, Z generations) of sellers in the context of gender. The data were collected by TBQ-T(r) (Trading Behavior Questionnaire – Traders – revised form). The paper presents the results of the multivariate analyses, which confirmed statistically significant differences among generations of sellers from the point of view of the Distressed behavior attribute. At the same time, these results confirmed statistically significant interactions between the generations and gender in assessing the Distressed, Proactive and Manipulative sellers’ behavior. Limitations of this research are the limited sample size and focusing attention only on the selected factors of sellers’ behavior.

ASSESSMENT OF DISTRESSED, PROACTIVE AND MANIPULATIVE SELLERS’ BEHAVIOR IN TERMS OF THEIR GENERATION AND GENDER