Influences on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness

  • Schurr P
  • Ozanne J
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Exchange theories posit that trust has an important and favorable influence on dyadic interactions. This paper examines the notion that trust plays a key role in making a seller's tough bargaining strategy successful. In a bargaining experiment, we manipulated subjects' preconceptions about a seller's trustworthiness and bargaining toughness. As hypothesized, a seller's expected trustworthiness-plus-toughness in bargaining led to higher levels of buyer-seller cooperation and agreement and a higher level of buyer concessions.

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  • Paul H. Schurr

  • Julie L. Ozanne

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