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

顾客和销售人员之间的价格谈判是市场经济的基石，因此对顾客和公司都至关重要。尽管主题的相关性，在销售谈判中的客户和销售人员的价格执行策略几乎没有分析。这一研究空白反映了对心理定价和个人销售研究之间交叉点的系统性忽视。预期的研究项目解决了这一研究空白，并整合了两个研究流，通过研究认知和情感的价格执行策略的客户和销售人员在销售会谈。因此，我们的研究有助于现有的研究（1）调查这些价格执行策略对客户和销售人员的价格认知的影响（例如感知价格公平性）和情绪，（2）探讨顾客和销售人员的价格认知和情绪对他们的价格和谈判行为的影响;（3）通过观察真实的顾客-销售人员价格谈判，以检查价格执行策略在谈判过程中的动态效果。销售价格的执行是在客户和销售人员之间的价格谈判中完成的。在这些价格谈判中，谈判双方都可能采用策略来影响对方的价格认知和情绪，从而指导对方的谈判行为。通过具体影响顾客的价格认知和情感，销售人员可以防止顾客过度的折扣要求，从而防止销售价格的侵蚀。相反，使用价格执行策略的客户可能会提高让步折扣。研究销售人员和顾客在价格谈判中的价格执行策略需要个人销售和心理定价研究的整合。然而，目前还没有学术工作，汇集了两个研究流。鉴于他描述的研究空白和高度的实际相关性，从科学和公司Vantage来看，对客户和销售人员价格执行策略的调查是必要的。

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.