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| Author: | Farrell, M. Schroder, B. |
| Title: | Power and influence in the buying centre |
| Journal: | European Journal of Marketing
1999 : VOL. 33: 11-12, p. 1161-1170 |
| Index terms: | Buying Consumer behaviour Strategy Decision making Marketing strategy |
| Language: | eng |
| Abstract: | This paper builds on work in organizational buying. It examines the relationship btw. power bases and influence strategies in an organizational buying situation, specifically, the decision to purchase the services of an advertising agency. There is hypothesized the influence strategies of consultation, coalition, legitimating pressure, exchange, rational persuasion, inspirational appeals and personal appeals, related to source characteristics (power bases). Findings from 150 organisational buying decisions support findings from a recent study in the USA. It is suggested that the use of an influence strategy is positively related to the corresponding type of power. |
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