¡@¡@Owing to the entry into WTO, which requires an open insurance market, and the legislation of the six ¡§Financial Holding Company Acts¡¨ that allows cross deals across different financial sections and multi-channeled selling, Taiwan¡¦s insurance market, of which the ratio of life insurance arrived at 182% in 2006, is squeezing the marketing space of the local life insurance agents, frustrating and driving them away. ¡@¡@This research aims primarily to investigate the relationships of the specific personality traits of a life insurance agent, his/her attributional style of rejection and selling performance, and hopefully to offer tools in selecting potential life insurance agents. At the same time, this research hopes to render stimulating, training and helpful devices for the practicing agents of various types of personality. ¡@¡@The measurement scales in this research paper consist of five questionnaires about personality traits and attributional style of rejection, and the voluntary participants are agents working for a life insurance company of which annual performance is among the top five, according to the database of the Taiwan Insurance Institute, while collecting their annual performance data as the dependent variable. Three hundred copies of the questionnaires are distributed and there are 125 effective copies returned, at a ratio of 42%. The statistical approaches applied are correlation analysis and regression analysis in support of the hypothesis. ¡@¡@By correlation analysis and regression analysis, the conclusions reached are: 1, The extroversion construction in the ¡§Five-Factor of Personality Traits¡¨ interacts positively with the policy sale and the first-year premium collection, which reaches the level of significance. It shows that the better an agent¡¦s extroversion construction is, the better performance of his/her policy sale and first-year premium collection will be. 2, The stability of an agent¡¦s attributional style of rejection interacts negatively with his/her policy sale and first-year premium collection, which reaches the level of significance. It shows that the more stable an agent¡¦s attributional style of rejection is, which means he/she takes the rejection of the client as something normal, the worse performance of his/her policy sale and first-year premium collection will be. ¡@¡@The managerial implications and the following researching suggestions are also discussed in this research paper. Key words: The Five-Factor of Personality Traits, the Attributional Style of Rejection,Performance