Measuring Influence in Organizational Purchase Decisions
نویسندگان
چکیده
منابع مشابه
Tim Vf Measuring Influence in Organizational Purchase Decisions* Organizational Purchase Decisions*
This paper reports findings bearing on the reliability of measures used in industrial marketing research surveys to identify the structure of buying groups. Results obtained in a pilot study of the purchase of lithographic plates by small printing firms revealed a lack of consensus about purchase influence between pairs of informants from the same organizations. Further, the ratings appear to d...
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When deciding when to make a purchase, people often compare their outcomes to those that would have occurred had they purchased earlier or later. In this article, we examine how preand postpurchase comparisons affect regret and satisfaction, and whether consumers learn to avoid decisions that result in regret. In the first two experiments, we show that information learned after the purchase has...
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Consider a firm selling products to consumers in a social network. The firm knows that friends in the network often make similar purchases. The question is: what is the reason behind this similarity? Is it because they have similar tastes, since, after all, they are friends? Or, is it because one influences the other’s decision, as they communicate frequently? Consider that the firm wants to im...
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ژورنال
عنوان ژورنال: Journal of Marketing Research
سال: 1982
ISSN: 0022-2437
DOI: 10.2307/3151617