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Journal of the Academy of Marketing Science
Published in: Journal of the Academy of Marketing Science 1/2022

29-09-2021 | Conceptual/Theoretical Paper

The future of buyer–seller interactions: a conceptual framework and research agenda

Authors: Michael Ahearne, Yashar Atefi, Son K. Lam, Mohsen Pourmasoudi

Published in: Journal of the Academy of Marketing Science | Issue 1/2022

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Abstract

The revolution in information availability and the advances in novel interaction technologies have ushered in two major shifts that call into question the traditional assumptions of buyer–seller interactions. First, buyer–seller information asymmetry has greatly decreased in many interactions. Second, face-to-face communication is no longer the main format of buyer–seller interactions. In this article, the authors review empirical research on how these shifts have changed buyer–seller negotiations, an important type of buyer–seller interactions. Several insights arise from this review. First, the shifts have caused fundamental changes in buyers’ and sellers’ roles, power, and aspirations and information processing. Second, the shifts and these fundamental changes together cause major changes in buyer–seller interactional processes and outcomes, including (1) change in buyers’ attitude and behavior, (2) change in sellers’ effectiveness in interacting with buyers, and (3) change in buyer–seller interactional processes. Based on these insights, the authors develop a research agenda to guide the reexamination of existing theories and the development of new theories of buyer–seller interactions.
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Footnotes
1
Access to information, however, does not guarantee that customers have greater knowledge about these; knowledge requires internalization and endowing information with meaning (Glazer, 1991; Lam et al., 2017).
 
2
Although Frazier (1983) discussed these rewards and losses in terms of intrinsic and extrinsic aspects, these rewards and losses can be reframed in relationship marketing frameworks as relational issues (e.g., trust, commitment, Morgan & Hunt, 1994) and instrumental perspective (e.g., expertise, profits).
 
3
We thank an anonymous reviewer for this interesting example.
 
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Metadata
Title
The future of buyer–seller interactions: a conceptual framework and research agenda
Authors
Michael Ahearne
Yashar Atefi
Son K. Lam
Mohsen Pourmasoudi
Publication date
29-09-2021
Publisher
Springer US
Published in
Journal of the Academy of Marketing Science / Issue 1/2022
Print ISSN: 0092-0703
Electronic ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-021-00803-0

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