 Would you do me a favor? How salesperson favor requests positively affect consumers’ perceptions of negotiations☆☆Veronica L. Thomas, Stephanie M. Mangus and Dora E. Bock Journal of Business Research, 2023, vol. 155, issue PA Abstract: The negative stereotypes that consumers ascribe to salespeople in a B2C context are numerous and frequently result in consumers’ hesitancy to engage in negotiations. Negative perceptions about negotiations are problematic as a key goal of marketing is exchange, and consumers receive better deals when they negotiate. Drawing on the interpersonal relationship literature, we demonstrate that a favor request made by the salesperson prior to the negotiation positively frames the negotiation process. Three studies (Studies 1–3) reveal that when a salesperson requests a favor from a consumer, the consumer anticipates a better deal, an effect mediated by perceptions of the salesperson’s motives and moderated by apprehension toward negotiations. Two more studies (Studies 4a and 4b) demonstrate initial and downstream effects of a favor request as a favor request also increases consumers’ willingness to initiate a negotiation and affects perceptions of the negotiation even after a final price has been offered. Keywords: Negotiations; Favor Request; Salesperson Motives; Apprehension; Sales (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:155:y:2023:i:pa:s0148296322009201 DOI: 10.1016/j.jbusres.2022.113455 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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