Effects of Alternative Types of Influence Strategies under Different Channel Dependence Structures

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Bibliographic Details
Authors and Corporations: Keith, Janet E., Jackson,, Donald W., Crosby, Lawrence A.
In: Journal of Marketing, 54, 1990, 3, p. 30-41
published:
American Marketing Association
Media Type: Article, E-Article

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further information
Physical Description: 30-41
ISSN: 0022-2429
published in: Journal of Marketing
Language: English
Collection: sid-55-col-jstorbusiness
sid-55-col-jstoras7
sid-55-col-jstorbusiness2archive
JSTOR Business & Economics
JSTOR Arts & Sciences VII Archive
JSTOR Business II Archive
Table of Contents

<p>Scenarios were used in a factorial design to analyze how a broker's dependence on a principal interacts with the principal's use of influence strategies to affect the broker's behavior. Results indicate that the broker's readiness to respond to the principal's requests was determined primarily by the broker's dependence. The broker's attitudes were affected by dependence and the principal's influence strategies.</p>