Abstract
Nearly two centuries ago, negotiation was a common practice before department stores began setting fixed prices in the 1850s. After that time, asking for a deal seemed more like an embarrassing and demeaning act that suggested a customer could not afford to pay. Today, customers are reviving the age-old strategy of negotiation and retailers are willing to accommodate today’s highly price-conscious customer that is armed with information. This shift in thinking is the result of more customers accustomed to comparing prices and bargaining online. Consequently, there is a new frugality in consumer spending (Pew Research, 2010).
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© 2015 Academy of Marketing Science
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Holmes, Y., Bonney, L. (2015). Toward an Understaning of Customer Negotiation Behavior: A Structured Abstract. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_170
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DOI: https://doi.org/10.1007/978-3-319-10912-1_170
Publisher Name: Springer, Cham
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