Influences on exchange processes: Buyers’ preconceptions of a seller’s trustworthiness and bargaining toughness
Abstract
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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Trust is an important construct in marketing research and matters in both offline and online settings.
“It is another important construct in the marketing research [56,57], and it matters not only in the o ine context [56] but also in online settings [57].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [56]
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“It is another important construct in the marketing research [56,57], and it matters not only in the offline context [56] but also in online settings [57].”
Background
- Authors
- Schurr, P. H., & Ozanne, J. L.
- Affiliations
- University of North Carolina at Chapel Hill (US)
- ORCID
- Ozanne, Julie L.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 1985-03
- Volume
- 11
- Issue
- 4
- Pages
- 939
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2020976086
- Cited by
- 1,248
- References
- 37
- Citations by year
- 2026: 6 · 2025: 14 · 2024: 24 · 2023: 38 · 2022: 28 · 2021: 32 · 2020: 43 · 2019: 37 · 2018: 32 · 2017: 45 · 2016: 37 · 2015: 65 · 2014: 72 · 2013: 65 · 2012: 65
- FWCI
- 21.56
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Consumer Research (publishedVersion)
- Journal of Consumer Research
- Topics
- Social Sciences › Safety Research › Experimental Behavioral Economics Studies
- Social Sciences › Sociology and Political Science › Conflict Management and Negotiation
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- trust, bargaining, trustworthiness, preconceptions, dyadic interaction
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