Does your skin color matter in buyer–seller negotiations? The implications of being a Black salesperson

David Gligor (), Christopher Newman () and Saim Kashmiri ()
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David Gligor: University of Mississippi
Christopher Newman: University of Mississippi
Saim Kashmiri: University of Mississippi

Journal of the Academy of Marketing Science, 2021, vol. 49, issue 5, No 8, 969-993

Abstract: Abstract Despite the evidence in other domains that Black individuals can experience discriminatory treatment, marketing research offers few insights into how Black salespersons (as compared to White salespersons) are perceived and treated within buyer–seller negotiations. We address this limitation in the literature by conducting three studies. First, our findings show that White buyers with a higher social dominance orientation expect Black salespersons to bargain (i.e., negotiate) less than White salespersons. Second, White buyers with a higher social dominance orientation perceive Black salespersons to have bargained more than White counterparts (who have bargained the same). Third, when negotiating with White buyers with a higher social dominance orientation, Black salespersons receive lower product prices than White salespersons. Fourth, when negotiating with White buyers with a higher social dominance orientation, Black salespersons are less likely to be referred to other prospective buyers than White salespersons. Interestingly, no differences exist for White buyers lower on social dominance orientation. Combined, these findings offer insight into the type of discrimination that Black salespersons can encounter within buyer–seller negotiations by revealing how White buyers perceive (i.e., expect them to negotiate less; perceive them to have bargained more than they actually did), behave (i.e., offer them lower prices) and intend to behave (i.e., less willing to refer them to other buyers) toward Black salespersons as compared to White salespersons.

Keywords: Buyer–seller negotiations; Race; Black; White; Social dominance orientation (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/s11747-021-00768-0

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