Abstract
Although the concept of multi-person buying centers is widely recognized, industrial marketing researchers still rely primarily on survey data supplied by a single company informant. This paper reports on a study which shows that buying center participants have varying beliefs about variables which are central to a purchase decision: This study lends added weight to the importance of studying more than one informant per company when strategy is based on understanding buyer behavior.
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Boughton, P.D. (2015). Assessing Attitudinal Congruence in the Buying Center. In: Malhotra, N. (eds) Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11101-8_90
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DOI: https://doi.org/10.1007/978-3-319-11101-8_90
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