A Tale of Two Partners:Differences in the Relationship Development of Buyers and Sellers in a Negotiation

Relationship development in the business context can be influenced by several direct and indirect factors. The role of the business partner is one factor that is considered in this study. Research in social psychology, sociology, economics, and marketing in the domain of buyer-seller relationships and negotiations is reviewed. The differential impact of attitudinal trust, subjective norms, commitment and relationship strength on the outcome of buyers and sellers in a simulated business-to-business negotiation is examined. Results from over seventy negotiating pairs in a longitudinally structured experiment role-playing to be either the buyer or the seller are reported. The behavioral outcomes of buyers and sellers are compared. Finally, specific directions for extending this research are presented.