Experiment 3 included 97 purchasing professionals who read one of three scenarios of a negative review of a supplier (internal review, external review from a company similar to purchasing professional’s company, external review from a company different from the purchasing professional’s company). In this field experiment, we specifically asked how likely it was that the buyer was to blame for the supplier’s poor performance.
These results underscore the importance of suppliers identifying relevant characteristics of their customers to explain to prospects the similarities and differences in previous partnerships.
1 Comment
Michelle Steward
6/19/2016 09:00:12 am
A short video summary of the results from Experiments 2 and 3: https://www.youtube.com/watch?v=D2P6Y0LyK50
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