Power and influence in the buying centre

Abstract

Builds on work in organisational buying. Examines the relationship between power bases and influence strategies in an organisational buying situation, specifically, the decision to purchase the services of an advertising agency. Hypothesises the influence strategies of consultation, coalition, legitimating pressure, exchange, rational persuasion, inspirational appeals and personal appeals, related to source characteristics (power bases). Findings from 150 organisational buying decisions support findings from a recent study in the USA. Suggests that the use of an influence strategy is positively related to the corresponding type of power.