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Extending the external validity of the FITD effect to the industrial marketplace

Extending the external validity of the FITD effect to the industrial marketplace Abstract The foot-in-the-door (FITD) effect has been extensively researched in prosocial settings. Several researchers have advocated its use as an influence strategy in marketing settings although no empirical evidence has previously been published regarding its operation in industrial/economic settings. This study experimentally tests the effect in an actual industrial marketing setting. The organization in which the study was carried out markets telecommunications products and the study sample exposed to the influence strategies consisted of potential customers—general managers and marketing managers representing industrial firms in the wholesale trade sector. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

Extending the external validity of the FITD effect to the industrial marketplace

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References (41)

Publisher
Springer Journals
Copyright
1988 Academy of Marketing Science
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/BF02723316
Publisher site
See Article on Publisher Site

Abstract

Abstract The foot-in-the-door (FITD) effect has been extensively researched in prosocial settings. Several researchers have advocated its use as an influence strategy in marketing settings although no empirical evidence has previously been published regarding its operation in industrial/economic settings. This study experimentally tests the effect in an actual industrial marketing setting. The organization in which the study was carried out markets telecommunications products and the study sample exposed to the influence strategies consisted of potential customers—general managers and marketing managers representing industrial firms in the wholesale trade sector.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Jun 1, 1988

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