Would you do me a favor? How salesperson favor requests positively affect consumers’ perceptions of negotiations☆☆

Abstract

The negative stereotypes that consumers ascribe to salespeople in a B2C context are numerous and frequently result in consumers’ hesitancy to engage in negotiations. Negative perceptions about negotiations are problematic as a key goal of marketing is exchange, and consumers receive better deals when they negotiate. Drawing on the interpersonal relationship literature, we demonstrate that a favor request made by the salesperson prior to the negotiation positively frames the negotiation process. Three studies (Studies 1–3) reveal that when a salesperson requests a favor from a consumer, the consumer anticipates a better deal, an effect mediated by perceptions of the salesperson’s motives and moderated by apprehension toward negotiations. Two more studies (Studies 4a and 4b) demonstrate initial and downstream effects of a favor request as a favor request also increases consumers’ willingness to initiate a negotiation and affects perceptions of the negotiation even after a final price has been offered.