TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Geiger, Ingmar
A1  - Salmen, Andreas
A1  - Zerres, Alfred
T1  - Is the buyer really king? A meta-analysis of the buyer advantage in sales negotiation
JF  - Industrial Marketing Management
N2  - This meta-analysis investigates the existence of a potential buyer advantage in economic outcomes of sales negotiations, i.e., greater mean buyer profit than seller profit. Role theory predicts such an advantage due to different role characteristics and behavioral prescriptions between buyers and sellers. Related research on heuristic decision-making comes to the same conclusions based on different loss- and gain framing due to role. This main effect, i.e., the buyer advantage, is expected to be context-dependent. Therefore, role context-related and negotiation advantage-related moderators are analyzed, which are expected to amplify or attenuate the main effect. Using a hierarchical linear modeling approach to meta-analysis, this study includes k = 669 effect sizes from 196 primary studies or data sources, amounting to N = 24,757 negotiation dyads. Per our prediction, buyers fare slightly better than sellers in sales negotiations, albeit this buyer advantage qualifies as rather small. The effect is attenuated when male sellers negotiate with female buyers, when negotiators are experienced pro- fessionals or MBA students, and when the negotiation setting is B2B. Well-known negotiation advantage variables (information, power, goal, first offer advantage) largely amplify or reverse the effect, depending on whichside holds the negotiation advantage.
Y1  - 2024
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:944-opus4-33185
U6  - https://doi.org/10.1016/j.indmarman.2024.11.004
DO  - https://doi.org/10.1016/j.indmarman.2024.11.004
VL  - 123
IS  - November
SP  - 372
EP  - 385
S1  - 14
ER  -