Initial Impressions in the Retail Buyer-Seller Dyad: An Analysis of Black Shoppers
Interpersonal contact is required for many types of marketing exchanges. Numerous studies have focused upon this interaction process inherent in marketing exchanges - specifically the buyer-seller dyad (see, for example, Busch and Wilson 1976; Woodside and Davenport 1974). Typically, the evaluation of the buyer-seller dyad utilizes the transaction process as the base unit of analysis. A general conclusion of much of this research stream is the greater the similarity between the buyer and seller, the more likely a transaction will be successfully completed.
Minority Marketing: Research Perspectives for the 1990s
Henthorne, T. L.,
LaTour, M. S.,
Williams, A. J.
(1993). Initial Impressions in the Retail Buyer-Seller Dyad: An Analysis of Black Shoppers. Minority Marketing: Research Perspectives for the 1990s, 18-22.
Available at: https://aquila.usm.edu/fac_pubs/20988