Goods Versus Services in Price Negotiations: An Examination of Customers' Psychological and Behavioral Responses

摘要

Due to the growing importance of services for business and retail markets, marketing research has examined the divergent effects of goods versus services on customers' perceptions and behaviors. Adding to this literature and given the high theoretical and practical relevance, this study is the first to empirically examine the effect of a good versus service negotiation on a customer's negotiation behavior, psychological mechanisms and boundary conditions.