Kunden- und Verkäuferstrategien zur Preisdurchsetzung in Verkaufsgesprächen. Eine mehrebenen Untersuchung des Kunden-Verkäufer-Interaktionsprozesses.

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Price negotiations between customers and salespersons form the cornerstone of the market economy and thus are of critical importance for customers and companies alike. Despite the undoubted relevance of the subject price enforcement strategies of customers and salespersons in sales talks have been barely analyzed. This research void reflects a systematic neglect of the intersect between psychological pricing and personal selling research. The intended research project addresses this research void and integrates both research streams by examining cognitive and affective price enforcement strategies of customers and salespersons in sales talks. Hereby, our study contributes to extant research by (1) investigating the impact of these price enforcement strategies on customers and salespersons price cognitions (e.g. perceived price fairness) and emotions, (2) by exploring the effects of price cognitions and emotions of customers and salespersons on their price and negotiation behavior and (3) by observing real customer-salesperson price negotiations to examine dynamic effects of price enforcement strategies in the negotiation process.The enforcement of selling prices is accomplished in price negotiations between the customer and the salesperson. In these price negotiations both parties might employ tactics to influence price cognitions and emotions of the counterpart in order to direct his or her negotiation behavior. By specifically influencing customers price cognitions and emotions salespersons might prevent excessive discount demands of customers and thus forestall an erosion of selling prices. Conversely, using price enforcement strategies customers might enhance the conceded discount. Investigating salesperson and customers price enforcement strategies in price negotiations requires an integration of personal selling and psychological pricing research. However, there is no academic work yet that brings together both research streams. In the light oft he depicted research voids and the high practical relevance, the investigation of customer and salesperson price enforcement strategies is necessary from a scientific and company vantage point.