Bargaining over the price of a product: delightful anticipation or abject dread?

Abstract

The literature provides substantial evidence of gender differences in the level of assertive and/or competitive traits an individual is likely to exhibit. Further, it has been established that those individual differences are related to certain exchange strategies employed by each gender. The primary research objectives in this study were, first, to develop a reliable pencil-and-paper scale assessing consumers' propensity to employ bargaining tactics in marketing exchange situations; and second, to investigate gender differences in consumers' bargaining propensity. The results of the study showed that the first research objective was successfully achieved in the form of the Bargaining Propensity Scale, and that statistically significant gender differences in bargaining propensity scores did occur. Managerial implications and avenues for future research are discussed.

Negotiation, bargaining, and discounts: generating WoM and local tourism development at the Tabriz bazaar, Iran

“…By testing the conceptual model (Figure 1), we found no support for H1, suggesting that tourists in the bazaar are likely to engage in negotiating activities, regardless of their initial inclination to do so. While this contradicts Schneider et al (1999), this could be as a result of Tabriz cultural norms, where all individuals are expected to negotiate in the bazaar. However, the findings indicate significant support for H2 and H3; through engaging in bargaining and negotiation, tourists are more likely to be satisfied with their purchase.…”

“…Negotiation intention is the purposeful instigation of strategy in order to receive a discount, while general bargaining propensity is defined as when customers have a positive attitude towards negotiating activities (Wieseke et al, 2014). Those who crave the opportunity to bargain and relish such interactions pursue opportunities to use their negotiating skills (Holmes, Beitelspacher, Hochstein & Bolander, 2017;Schneider, Rodgers & Bristow 1999). Similarly, tourists who enjoy the activity will negotiate on all items, and possess an array of tactics and strategies to employ, while those who consider negotiating stressful will actively avoid it (Wu, Wall & Pearce, 2014).…”

Negotiation Contexts: How and Why They Shape Women's and Men's Decision to Negotiate

“…A growing body of research on the initiation of negotiation has addressed the question of why people decide to start negotiating. Many studies in this field have focused on intra‐individual variables such as gender (Babcock et al., ; Eriksson & Sandberg, ; Greig, ; Schneider, Rodgers, & Bristow, ; Small et al., ). Kugler et al.…”

Price negotiating for services: elucidating the ambivalent effects on customers’ negotiation aspirations

“…To account for inter-individual predispositions to ask for discounts when interacting with salespeople, we collected customers' general negotiation propensity (Schneider et al 1999;Wieseke et al 2014). In addition, to account for differences in negotiation behavior related to the product category, we controlled for participants' negotiation expectation .…”