The Role of Selling Situation, Sales Message Formulation, and Buyer’s Career Stage on Buyer Decision Framing

Abstract

This research confirmed the presence of a positive relationship between buyer decision framing and supplier choice. This research also confirmed that there is a positive relationship between career stages and buyer decision framing but was unable to support past research claims that there is a significant positive relationship between presentation form and buyer decision framing. Finally, this research found that contrary to popular belief, buying situations (new buy, etc.) have no significant impact on buyer decision framing.

Additional information

Notes on contributors

Dan C. Weilbaker

Dan C. Weilbaker (Ph D. University of South Carolina) is an associate professor and the current holder of the UARCO Chair in Sales and Marketing at Northern Illinois University. Some of his work has appeared in Journal of Personal Selling and Sales Management, Marketing Education Review, Journal of Consumer Research, and Journal of Pharmaceutical Marketing and Management. He has published numerous conference articles as well as a case book in sales. Dr. Weilbaker has also been heavily involved in the National Conference in Sales Management (both proceedings editor and program chair).

Mark S. Blasiman

Mark L. Blasiman completed his MBA at Bowling Green State University in 1991 and his BS in Marketing in 1989 and is currently an Account Executive, Synco USA, Inc.