Shall we gather in the garden: The effect of ingratiatory behaviors on buyer trust in salespeopl

Abstract

In this study, we develop a typology of the ingratiatory influence tactics used by salespeople in their interactions with buyers. We then investigate the possible influence that the use of these ingratiatory behaviors has on the level of trust buyers place in salespeople. Evidence is developed suggesting the use of offensive ingratiatory behaviors are generally associated with lower levels of buyer trust in salespeople, whereas certain defensive ingratiatory behaviors were shown to positively influence buyer-seller trust.