IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v50y2022i1d10.1007_s11747-021-00803-0.html
   My bibliography  Save this article

The future of buyer–seller interactions: a conceptual framework and research agenda

Author

Listed:
  • Michael Ahearne

    (University of Houston)

  • Yashar Atefi

    (University of Denver)

  • Son K. Lam

    (University of Georgia)

  • Mohsen Pourmasoudi

    (San Diego State University)

Abstract

The revolution in information availability and the advances in novel interaction technologies have ushered in two major shifts that call into question the traditional assumptions of buyer–seller interactions. First, buyer–seller information asymmetry has greatly decreased in many interactions. Second, face-to-face communication is no longer the main format of buyer–seller interactions. In this article, the authors review empirical research on how these shifts have changed buyer–seller negotiations, an important type of buyer–seller interactions. Several insights arise from this review. First, the shifts have caused fundamental changes in buyers’ and sellers’ roles, power, and aspirations and information processing. Second, the shifts and these fundamental changes together cause major changes in buyer–seller interactional processes and outcomes, including (1) change in buyers’ attitude and behavior, (2) change in sellers’ effectiveness in interacting with buyers, and (3) change in buyer–seller interactional processes. Based on these insights, the authors develop a research agenda to guide the reexamination of existing theories and the development of new theories of buyer–seller interactions.

Suggested Citation

  • Michael Ahearne & Yashar Atefi & Son K. Lam & Mohsen Pourmasoudi, 2022. "The future of buyer–seller interactions: a conceptual framework and research agenda," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 22-45, January.
    • Handle: RePEc:spr:joamsc:v:50:y:2022:i:1:d:10.1007_s11747-021-00803-0
    DOI: 10.1007/s11747-021-00803-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-021-00803-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-021-00803-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Shi, Mengze & Yang, Botao & Chiang, Jeongwen, 2018. "Dyad Calling Behavior: Asymmetric Power and Tie Strength Dynamics," Journal of Interactive Marketing, Elsevier, vol. 42(C), pages 63-79.
    2. White, Sally Blount & Valley, Kathleen L. & Bazerman, Max H. & Neale, Margaret A. & Peck, Sharon R., 1994. "Alternative Models of Price Behavior in Dyadic Negotiations: Market Prices, Reservation Prices, and Negotiator Aspirations," Organizational Behavior and Human Decision Processes, Elsevier, vol. 57(3), pages 430-447, March.
    3. Ingmar Geiger, 2014. "Media Effects on the Formation of Negotiator Satisfaction: The Example of Face-to-Face and Text Based Electronically Mediated Negotiations," Group Decision and Negotiation, Springer, vol. 23(4), pages 735-763, July.
    4. Michael J. Hine & Steven A. Murphy & Michael Weber & Gregory Kersten, 2009. "The Role of Emotion and Language in Dyadic E-negotiations," Group Decision and Negotiation, Springer, vol. 18(3), pages 193-211, May.
    5. Pinkley, Robin L. & Neale, Margaret A. & Bennett, Rebecca J., 1994. "The Impact of Alternatives to Settlement in Dyadic Negotiation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 57(1), pages 97-116, January.
    6. Samuelson, William F, 1984. "Bargaining under Asymmetric Information," Econometrica, Econometric Society, vol. 52(4), pages 995-1005, July.
    7. Sunil Singh & Detelina Marinova & Jagdip Singh & Kenneth R. Evans, 2018. "Customer query handling in sales interactions," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 837-856, September.
    8. Matthew Backus & Thomas Blakee & Brad Larsen & Steven Tadelis, 2020. "Sequential Bargaining in the Field: Evidence from Millions of Online Bargaining Interactions," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 135(3), pages 1319-1361.
    9. Axel Ockenfels & Gary E. Bolton, 2000. "ERC: A Theory of Equity, Reciprocity, and Competition," American Economic Review, American Economic Association, vol. 90(1), pages 166-193, March.
    10. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    11. Wendi L. Adair & Jeanne M. Brett, 2005. "The Negotiation Dance: Time, Culture, and Behavioral Sequences in Negotiation," Organization Science, INFORMS, vol. 16(1), pages 33-51, February.
    12. Paul W. Paese & Ann Marie Schreiber & Adam W. Taylor, 2003. "Caught Telling the Truth: Effects of Honesty and Communication Media in Distributive Negotiations," Group Decision and Negotiation, Springer, vol. 12(6), pages 537-566, November.
    13. Richard L. Daft & Robert H. Lengel, 1986. "Organizational Information Requirements, Media Richness and Structural Design," Management Science, INFORMS, vol. 32(5), pages 554-571, May.
    14. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    15. White, Sally Blount & Neale, Margaret A., 1994. "The Role of Negotiator Aspirations and Settlement Expectancies in Bargaining Outcomes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 57(2), pages 303-317, February.
    16. Christoph Laubert & Jennifer Parlamis, 2019. "Are You Angry (Happy, Sad) or Aren’t You? Emotion Detection Difficulty in Email Negotiation," Group Decision and Negotiation, Springer, vol. 28(2), pages 377-413, April.
    17. Kalyan Chatterjee & William Samuelson, 1983. "Bargaining under Incomplete Information," Operations Research, INFORMS, vol. 31(5), pages 835-851, October.
    18. Dhruv Grewal & John Hulland & Praveen K. Kopalle & Elena Karahanna, 2020. "The future of technology and marketing: a multidisciplinary perspective," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 1-8, January.
    19. Fernando F. Suarez & Michael A. Cusumano & Steven J. Kahl, 2013. "Services and the Business Models of Product Firms: An Empirical Analysis of the Software Industry," Management Science, INFORMS, vol. 59(2), pages 420-435, November.
    20. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    21. Robert W. Palmatier & Mark B. Houston & John Hulland, 2018. "Review articles: purpose, process, and structure," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 1-5, January.
    22. Felipe Thomaz & Carolina Salge & Elena Karahanna & John Hulland, 2020. "Learning from the Dark Web: leveraging conversational agents in the era of hyper-privacy to enhance marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 43-63, January.
    23. James Andreoni & B. Douglas Bernheim, 2009. "Social Image and the 50-50 Norm: A Theoretical and Experimental Analysis of Audience Effects," Econometrica, Econometric Society, vol. 77(5), pages 1607-1636, September.
    24. Fiona Scott Morton & Jorge Silva-Risso & Florian Zettelmeyer, 2011. "What matters in a price negotiation: Evidence from the U.S. auto retailing industry," Quantitative Marketing and Economics (QME), Springer, vol. 9(4), pages 365-402, December.
    25. Manjit S. Yadav & Paul A. Pavlou, 2020. "Technology-enabled interactions in digital environments:a conceptual foundation for current and future research," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 132-136, January.
    26. Baltes, Boris B. & Dickson, Marcus W. & Sherman, Michael P. & Bauer, Cara C. & LaGanke, Jacqueline S., 2002. "Computer-Mediated Communication and Group Decision Making: A Meta-Analysis," Organizational Behavior and Human Decision Processes, Elsevier, vol. 87(1), pages 156-179, January.
    27. Hyojin Lee & Xiaoyan Deng & H. Rao Unnava & Kentaro Fujita, 2014. "Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1015-1032.
    28. Rajesh Bagchi & Amar Cheema, 2013. "The Effect of Red Background Color on Willingness-to-Pay: The Moderating Role of Selling Mechanism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 947-960.
    29. Bonomo, Vittorio A & Johnson, Dana J & Thompson, G Rodney, 1995. "The Impact of the," The Financial Review, Eastern Finance Association, vol. 30(1), pages 23-40, February.
    30. Sascha Alavi & Johannes Habel & Paolo Guenzi & Jan Wieseke, 2018. "The role of leadership in salespeople’s price negotiation behavior," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 703-724, July.
    31. Hyojin Lee & Xiaoyan Deng & H. Rao Unnava & Kentaro Fujita, 2014. "Monochrome Forests and Colorful Trees: The Effect of Black-and-White versus Color Imagery on Construal Level," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1015-1032.
    32. Jennifer D. Parlamis & Ingmar Geiger, 2015. "Mind the Medium: A Qualitative Analysis of Email Negotiation," Group Decision and Negotiation, Springer, vol. 24(2), pages 359-381, March.
    33. Eva-Maria Pesendorfer & Sabine T. Koeszegi, 2006. "Hot Versus Cool Behavioural Styles in Electronic Negotiations: The Impact of Communication Mode," Group Decision and Negotiation, Springer, vol. 15(2), pages 141-155, March.
    34. Bryan Hochstein & Willy Bolander & Ronald Goldsmith & Christopher R. Plouffe, 2019. "Adapting influence approaches to informed consumers in high-involvement purchases: are salespeople really doomed?," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 118-137, January.
    35. Bhavya Mohan & Ryan W. Buell & Leslie K. John, 2020. "Lifting the Veil: The Benefits of Cost Transparency," Marketing Science, INFORMS, vol. 39(6), pages 1105-1121, November.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Alex Mari & Andreina Mandelli & René Algesheimer, 2023. "Shopping with Voice Assistants: How Empathy Affects Individual and Family Decision-Making Outcomes," Working Papers 399, University of Zurich, Department of Business Administration (IBW).
    2. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    3. Badrinarayanan, Vishag & Ramachandran, Indu, 2024. "Relational exchanges in the sales domain: A review and research agenda through the lens of commitment-trust theory of relationship marketing," Journal of Business Research, Elsevier, vol. 177(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ingmar Geiger, 2020. "From Letter to Twitter: A Systematic Review of Communication Media in Negotiation," Group Decision and Negotiation, Springer, vol. 29(2), pages 207-250, April.
    2. Jordan W. Moffett & Judith Anne Garretson Folse & Robert W. Palmatier, 2021. "A theory of multiformat communication: mechanisms, dynamics, and strategies," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 441-461, May.
    3. Jennifer D. Parlamis & Ingmar Geiger, 2015. "Mind the Medium: A Qualitative Analysis of Email Negotiation," Group Decision and Negotiation, Springer, vol. 24(2), pages 359-381, March.
    4. Ingmar Geiger, 2014. "Media Effects on the Formation of Negotiator Satisfaction: The Example of Face-to-Face and Text Based Electronically Mediated Negotiations," Group Decision and Negotiation, Springer, vol. 23(4), pages 735-763, July.
    5. Khalmetski, Kiryl & Ockenfels, Axel & Werner, Peter, 2015. "Surprising gifts: Theory and laboratory evidence," Journal of Economic Theory, Elsevier, vol. 159(PA), pages 163-208.
    6. Matthew Backus & Thomas Blakee & Brad Larsen & Steven Tadelis, 2020. "Sequential Bargaining in the Field: Evidence from Millions of Online Bargaining Interactions," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 135(3), pages 1319-1361.
    7. Hans-Rüdiger Pfister & Gisela Böhm, 2012. "Responder Feelings in a Three-Player Three-Option Ultimatum Game: Affective Determinants of Rejection Behavior," Games, MDPI, vol. 3(1), pages 1-29, February.
    8. Colin F. Camerer & Gideon Nave & Alec Smith, 2019. "Dynamic Unstructured Bargaining with Private Information: Theory, Experiment, and Outcome Prediction via Machine Learning," Management Science, INFORMS, vol. 65(4), pages 1867-1890, April.
    9. Ruth N. Bolton & Anders Gustafsson & Crina O. Tarasi & Lars Witell, 2022. "Designing satisfying service encounters: website versus store touchpoints," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 85-107, January.
    10. Olivier Bochet & Manshu Khanna & Simon Siegenthaler, 2024. "Beyond Dividing the Pie: Multi-Issue Bargaining in the Laboratory," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 91(1), pages 163-191.
    11. Manis, K.T. & Madhavaram, Sreedhar, 2023. "AI-Enabled marketing capabilities and the hierarchy of capabilities: Conceptualization, proposition development, and research avenues," Journal of Business Research, Elsevier, vol. 157(C).
    12. Kristensen, Henrik & Garling, Tommy, 1997. "Determinants of buyers' aspiration and reservation price," Journal of Economic Psychology, Elsevier, vol. 18(5), pages 487-503, September.
    13. Liu, Stephanie Q. & Wu, Laurie Luorong & Yu, Xi & Huang, Huiling, 2022. "Marketing online food images via color saturation: A sensory imagery perspective," Journal of Business Research, Elsevier, vol. 151(C), pages 366-378.
    14. Christoph Laubert & Jennifer Parlamis, 2019. "Are You Angry (Happy, Sad) or Aren’t You? Emotion Detection Difficulty in Email Negotiation," Group Decision and Negotiation, Springer, vol. 28(2), pages 377-413, April.
    15. Yoshio Kamijo & Koji Yokote, 2022. "Behavioral bargaining theory: Equality bias, risk attitude, and reference-dependent utility," Working Papers 2208, Waseda University, Faculty of Political Science and Economics.
    16. Choi, Jungsil & Li, Yexin Jessica & Rangan, Priyamvadha & Yin, Bingqing & Singh, Surendra N., 2020. "Opposites attract: Impact of background color on effectiveness of emotional charity appeals," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 644-660.
    17. Vairam Arunachalam & William Dilla & Marjorie Shelley & Chris Chan, 1998. "Market Alternatives, Third Party Intervention, and Third Party Informedness in Negotiation," Group Decision and Negotiation, Springer, vol. 7(2), pages 81-107, March.
    18. Kandul, Serhiy & Lanz, Bruno & Reins, Evert, 2023. "Reciprocity and gift exchange in markets for credence goods," Games and Economic Behavior, Elsevier, vol. 141(C), pages 52-69.
    19. Leonardelli, Geoffrey J. & Gu, Jun & McRuer, Geordie & Medvec, Victoria Husted & Galinsky, Adam D., 2019. "Multiple equivalent simultaneous offers (MESOs) reduce the negotiator dilemma: How a choice of first offers increases economic and relational outcomes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 152(C), pages 64-83.
    20. Tey, Kian Siong & Schaerer, Michael & Madan, Nikhil & Swaab, Roderick I., 2021. "The Impact of Concession Patterns on Negotiations: When and Why Decreasing Concessions Lead to a Distributive Disadvantage," Organizational Behavior and Human Decision Processes, Elsevier, vol. 165(C), pages 153-166.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:50:y:2022:i:1:d:10.1007_s11747-021-00803-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.