Abstract
This article applies cognitive script theory to the analysis of the industrial purchase behaviors involved in a computer terminal purchase. Industrial buyers' scripts for the overall new buy purchase process, an initial sales call, a follow-up negotiation meeting, and a modified rebuy situation are established and validated. Implications for industrial marketing research and practice are suggested.
Keywords
Scripting languagePurchasingIndustrial marketingNegotiationMarketingProcess (computing)BusinessAdvertisingComputer scienceSociology
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Publication Info
- Year
- 1984
- Type
- article
- Volume
- 48
- Issue
- 4
- Pages
- 22-32
- Citations
- 141
- Access
- Closed
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Cite This
Thomas W. Leigh,
Arno J. Rethans
(1984).
A Script-theoretic Analysis of Industrial Purchasing Behavior.
Journal of Marketing
, 48
(4)
, 22-32.
https://doi.org/10.1177/002224298404800403
Identifiers
- DOI
- 10.1177/002224298404800403