An Experimental Analysis of a Salesman's Expert and Referent Bases of Social Power in the Buyer-Seller Dyad
Open Access
- 1 February 1976
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 13 (1) , 3-11
- https://doi.org/10.1177/002224377601300102
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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