A Script-Theoretic Analysis of Industrial Purchasing Behavior
Journal of MarketingPublished 1 January 1984
Thomas W. Leigh, Arno J. Rethans
Citations71
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
This article applies cognitive script theory to the analysis of the industrial purchase behaviors involved in a computer terminal purchase. Industrial buyers' scripts for the overall new buy purchase process, an initial sales call, a follow-up negotiation meeting, and a modified rebuy situation are established and validated. Implications for industrial marketing research and practice are suggested.
Keywords
Business, Management and Accounting