An Experimental Analysis of a Salesman's Expert and Referent Bases of Social Power in the Buyer-Seller Dyad
Journal of Marketing ResearchPublished 1 February 1976
Paul Busch, D. T. Wilson
Citations275
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
A salesman's expert and referent social power bases are analyzed experimentally to assess their impact on the customer's trust in the salesman, attitude, and behavioral intentions. Findings indicate that expertise is generally more effective than referent power in producing the desired customer changes.
Keywords
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