A Script-Theoretic Analysis of Industrial Purchasing Behavior

Thomas W. Leigh · Arno J. Rethans

143 citations0/0 files storedJournal of Marketing

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Quality and Supply Management

Abstract

This article applies cognitive script theory to the analysis of the industrial purchase behaviors involved in a computer terminal purchase. Industrial buyers' scripts for the overall new buy purchase process, an initial sales call, a follow-up negotiation meeting, and a modified rebuy situation are established and validated. Implications for industrial marketing research and practice are suggested.

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1988SCRIPTS, PLANS, GOALS, AND UNDERSTANDING 1983Advances in Consumer Research 1981Psychological status of the script concept.1975The Social Psychology of Bargaining and Negotiation 1967Industrial buying and creative marketing 1981Effectiveness in Sales Interactions: A Contingency Framework 1976Script processing in attitude formation and decision making.2014Cognition and Social Behavior

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