We at the Thurmond School would like to congratulate our 2021 BRING grant winner Veronica Thomas and her colleagues for their recent publication in the Journal of Business Research! While salespeople want consumers to engage in negotiations, it is no secret that many consumers are hesitant to do so. Such reluctance is problematic as consumers receive better deals when they negotiate. In the article "Would you do me a favor? How salesperson favor requests positively affect consumers' perceptions of negotiations" authors Veronica L. Thomas, Stephanie M. Mangus, and Dora E. Bock demonstrate that a favor request made by a salesperson can serve as a means to reduce consumers' hesitancy toward negotiations. Specifically, the authors find that an unrelated favor request signals to consumers the salesperson's positive intentions, enhancing consumers' perceptions of the negotiation process and willingness to engage in negotiation. Click here to access the article for free for the next 50 days:
