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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Influences on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness

Paul H. Schurr, Julie L. Ozanne
DOI: http://dx.doi.org/10.1086/209028 939-953 First published online: 1 March 1985


Exchange theories posit that trust has an important and favorable influence on dyadic interactions. This paper examines the notion that trust plays a key role in making a seller's tough bargaining strategy successful. In a bargaining experiment, we manipulated subjects' preconceptions about a seller's trustworthiness and bargaining toughness. As hypothesized, a seller's expected trustworthiness-plus-toughness in bargaining led to higher levels of buyer-seller cooperation and agreement and a higher level of buyer concessions.

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