The authors demonstrate that a target's attitude toward an influencer is affected by both (1) the influence type used by the influencer to achieve the target's compliance and (2) the performance outcomes that result from the behavior adopted by the target in compliance with that influence. Before performance outcomes are known, the target's satisfaction and trust are strongly affected by the type of influence exercised; more dominating influence types result in less positive attitude. When outcomes of compliance become evident, however, favorable outcomes appear to ameliorate negative attitudes, whereas unfavorable outcomes seem to undermine positive attitudes. These findings indicate the significance of performance outcomes for understanding the ramifications of successful influence.
Get full access to this article
View all access options for this article.
References
1.
AnandPunam (1987), “Inducing Franchisees to Relinquish Control: An Attribution Analysis,”Journal of Marketing Research, 29(May), 215–21.
2.
AnandPunam, and SternLouis W. (1985), “A Sociopsychological Explanation for Why Marketing Channel Members Relinquish Control,”Journal of Marketing Research, 22(November), 365–76.
3.
AndersonJames C., and NarusJames A. (1984), “A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships,”Journal of Marketing, 48(October), 62–74.
4.
AndersonJames C., and NarusJames A. (1990), “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,”Journal of Marketing, 54(January), 42–58.
5.
AngelmarReinhard, and SternLouis (1978), “Development of a Content Analytic System for Analysis of Bargaining Communications in Marketing,”Journal of Marketing Research, 15(February), 93–102.
6.
AppelbaumMark I., and CramerElliot M. (1974), “Some Problems in the Nonorthogonal Analysis of Variance,”Psychological Bulletin, 81(6), 335–43.
7.
BaldwinDavid A. (1971), “The Power of Positive Sanctions,”World Politics, 24(1), 19–28.
8.
BalsamPeter D., and BondyAndrew S. (1983), “The Negative Side Effects of Reward,”Journal of Applied Behavior Analysis, 16, 283–96.
9.
BernDaryl J. (1967), “Self-Perception: An Alternative Interpretation of Cognitive Dissonance Phenomena,”Psychological Review, 74, 183–200.
10.
BettmanJames R., and WeitzBarton A. (1983), “Attributions in the Board Room: Causal Reasoning in Corporate Annual Reports,”Administrative Science Quarterly, 28, 165–83.
11.
BradleyGifford Weary (1978), “Self-Serving Biases in the Attribution Process: A Reexamination of the Fact or Fiction Question,”Journal of Personality and Social Psychology, 36(1), 56–71.
12.
BrehmJack W. (1966), A Theory of Psychological Reactance.New York: Academic Press, Inc.
13.
BrownJames R., and FrazierGary L. (1978), “The Application of Channel Power: Its Effects and Connotations,” in Research Frontiers in Marketing: Dialogues and Directions, JainSubhash C., ed. Chicago: American Marketing Association,266–70.
14.
BuschPaul (1980), “The Sales Manager's Bases of Social Power and Influence Upon the Sales Force,”Journal of Marketing, 44(July), 91–101.
15.
CalderBobby J., PhillipsLynn W., and TyboutAlice M. (1982), “The Concept of External Validity,”Journal of Consumer Research, 9(4), 240–4.
16.
DeciEdward L., and RyanRichard M. (1985), Intrinsic Motivation and Self-Determination in Human Behavior.New York: Plenum Press.
17.
DeciEdward L., and RyanRichard M. (1987), “The Support of Autonomy and the Control of Behavior,”Journal of Personality and Social Psychology, 53(6), 1024–37.
18.
DwyerF. Robert, SchurrPaul H., and OhSejo (1987), “Developing Buyer-Seller Relationships,”Journal of Marketing, 51(July), 11–27.
19.
DwyerF. Robert, and WalkerOrville C.Jr. (1981), “Bargaining in an Asymmetrical Power Structure,”Journal of Marketing, 45(January), 104–15.
20.
ForgasJoseph P., BowerGordon H., and MoylanStephanie J. (1990), “Praise or Blame? Affective Influences on Attributions for Achievement,”Journal of Personality and Social Psychology, 59(4), 809–19.
21.
FrazierGary L. (1983), “Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective,”Journal of Marketing, 47(October), 68–78.
22.
FrazierGary L. (1984), “The Interfirm Power-Influence Process Within a Marketing Channel,”Research in Marketing, 7, 63–91.
23.
FrazierGary L., GillJames D., and KaleSudhir H. (1989), “Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country,”Journal of Marketing, 53(January), 50–69.
24.
FrazierGary L., and RodyRaymond C. (1991), “The Use of Influence Strategies in Interfirm Relationships in Industrial Product Channels,”Journal of Marketing, 55(January), 52–69.
25.
FrazierGary L., and ShethJagdish N. (1985), “An Attitude-Behavior Framework for Distribution Channel Management,”Journal of Marketing, 49(July), 38–48.
26.
FrazierGary L., and SummersJohn O. (1984), “Interfirm Influence Strategies and Their Application Within Distribution Channels,”Journal of Marketing, 48(July), 43–55.
27.
FrazierGary L., and SummersJohn O. (1986), “Perceptions of Interfirm Power and Its Use Within a Franchise Channel of Distribution,”Journal of Marketing Research, 23(April), 169–76.
28.
FrenchJohn R. P., and RavenBertram H. (1959), “The Bases of Social Power,” in Studies in Social Power, CartwrightDorwin, ed. Ann Arbor: University of Michigan Press,150–67.
29.
GaskiJohn F. (1986), “Interrelations Among a Channel Entity's Power Sources: Impact of the Exercise of Reward and Coercion on Expert, Referent, and Legitimate Power Sources,”Journal of Marketing Research, 23(February), 62–77.
30.
GaskiJohn F., and NevinJohn R. (1985), “The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel,”Journal of Marketing Research, 22(May), 130–42.
31.
HamiltonDavid L., GrubbPaul D., AcornDeborah A., TrolierTina K., and CarpenterSandra (1990), “Attribution Difficulty and Memory for Attribution-Relevant Information,”Journal of Personality and Social Psychology, 59(5), 891–8.
32.
HarsanyiJohn C. (1962), “Measurement of Social Power, Opportunity Costs, and the Theory of Two-Person Bargaining Games,”Behavioral Science, 7, 67–79.
33.
HinkinTimothy R., and SchriesheimChester A. (1989), “Development and Application of New Scales to Measure the French and Raven (1959) Bases of Social Power,”Journal of Applied Psychology, 74(4), 561–7.
34.
Holtzworth-MunroeAmy, and JacobsonNeil S. (1985), “Causal Attributions of Married Couples: When Do They Search for Causes? What Do They Conclude When They Do?”Journal of Personality and Social Psychology, 48(6), 1398–1412.
35.
HuntShelby D., and NevinJohn R. (1974), “Power in a Channel of Distribution: Sources and Consequences,”Journal of Marketing Research, 11(May), 186–93.
36.
JohnGeorge (1984), “An Empirical Investigation of Some Antecedents of Opportunism in a Marketing Channel,”Journal of Marketing Research, 84(August), 278–89.
37.
KahnemanDaniel, and TverskyAmos (1979), “Prospect Theory: An Analysis of Decision Under Risk,”Econometrica, 47(2), 263–91.
38.
KaleSudhir H. (1986), “Dealer Perceptions of Manufacturer Power and Influence Strategies in a Developing Country,”Journal of Marketing Research, 23(November), 387–93.
39.
KasulisJack J., and SpekmanRobert E. (1980), “A Framework for the Use of Power,”European Journal of Marketing, 14(4), 180–91.
40.
KeithJanet E., JacksonDonald W., and CrosbyLawrence A. (1990), “Effects of Alternative Types of Influence Strategies Under Different Channel Dependence Structures,”Journal of Marketing, 54(April), 30–41.
41.
LarzelereRobert E., and HustonTed L. (1980), “The Dyadic Trust Scale: Toward Understanding Interpersonal Trust in Close Relationships,”Journal of Marriage and the Family, 42(August), 595–604.
42.
Litman-AdizesTchia, and FontaineGary, and RavenBertram (1978), “Consequences of Social Power and Causal Attribution for Compliance as Seen by Powerholder and Target,”Personality and Social Psychology Bulletin, 4(2), 260–4.
43.
LundMary (1985), “The Development of Investment and Commitment Scales for Predicting Continuity of Personal Relationships,”Journal of Social and Personal Relationships, 2, 3–23.
44.
LuschRobert F. (1976), “Sources of Power: Their Impact on Intrachannel Conflict,”Journal of Marketing Research, 12(November), 382–90.
45.
LuschRobert F., and BrownJames R. (1982), “A Modified Model of Power in the Marketing Channel,”Journal of Marketing Research, 19(August), 312–23.
46.
MaheswaranDurairaj, and Meyers-LevyJoan (1990), “The Influence of Message Framing and Issue Involvement,”Journal of Marketing Research, 27(August), 361–7.
47.
McAlisterLeigh, BazermanMax H., and FaderPeter (1986), “Power and Goal Setting in Channel Negotiations,”Journal of Marketing Research, 23(August), 228–36.
48.
McGrawKathleen M. (1987), “Guilt Following Transgression: An Attribution of Responsibility Approach,”Journal of Personality and Social Psychology, 53(2), 247–56.
49.
MichaelsJames W., AcockAlan C., and EdwardsJohn N. (1986), “Social Exchange and Equity Determinants of Relationship Commitment,”Journal of Social and Personal Relationships, 3(2), 161–75.
50.
NunnallyJum C. (1967), Psychometric Theory.New York: McGraw-Hill Book Company.
51.
NunnallyJum C. (1978), Psychometric Theory, 2nd ed.New York: McGraw-Hill Book Company.
52.
PatchenMartin (1974), “The Locus and Basis of Influence on Organizational Decisions,”Organizational Behavior and Human Performance, 11, 195–221.
53.
RavenBertram H., and KruglanskiArie W. (1970), “Conflict and Power,” in The Structure of Conflict, SwinglePaul, ed. New York: Academic Press, Inc.,69–109.
54.
RusbultCaryl E., JohnsonDennis J., and MorrowGregory D. (1986), “Predicting Satisfaction and Commitment in Adult Romantic Involvements: An Assessment of the Generalizability of the Investment Model,”Social Psychology Quarterly, 49(1), 81–9.
55.
RussellDaniel, and McAuleyEdward (1986), “Causal Attributions, Causal Dimensions, and Affective Reactions to Success and Failure,”Journal of Personality and Social Psychology, 50(6), 1174–85.
56.
SchmidtGreg, and WeinerBernard (1988), “An Attribution-Affect-Action Theory of Behavior,”Personality and Social Psychology Bulletin, 14(3), 610–21.
57.
SchoenemanThomas J., van UchelenCollin, Stone-BrinkSandra, and CheekPaul R. (1986), “Expectancy, Outcome, and Event Type: Effects on Retrospective Reports of Attributional Activity,”Personality and Social Psychology Bulletin, 12(3), 353–62.
58.
SchulPatrick L., LittleTaylor E.Jr., and PrideWilliam M. (1985), “Channel Climate: Its Impact on Channel Members’ Satisfaction,”Journal of Retailing, 61(2), 9–38.
59.
ShawJerry I., and CondelliLaurence (1986), “Effects of Compliance Outcome and Basis of Power on the Powerholder-Target Relationship,”Personality and Social Psychology Bulletin, 12(2), 235–46.
60.
StawBarry M. (1976), Intrinsic and Extrinsic Motivation.Morristown, NJ: General Learning Press.
61.
SternLouis W., and ScheerLisa K. (1992), “Power and Influence in Marketing Channel Research: Observations on the State of the Art,” in Advances in Distribution Channel Research, FrazierGary L., ed. Greenwich, CT: JAI Press, Inc.
62.
SternLouis W., and SternthalBrian, and Samuel CraigC., (1973), “Managing Conflict in Distribution Channels: A Laboratory Study,”Journal of Marketing Research, 10(May), 169–79.
63.
TedeschiJames T., SchlenkerBarry R., and BonomaThomas V. (1973), Conflict, Power, and Games.Chicago: Aldine Publishing Company.
64.
TjosvoldDean, JohnsonDavid W., and JohnsonRoger (1984), “Influence Strategy, Perspective-Taking, and Relationships Between High- and Low-Power Individuals in Cooperative and Competitive Contexts,”Journal of Psychology, 116, 187–202.
65.
WeinerBernard (1974), Achievement Motivation and Attribution Theory.Morristown, NJ: General Learning Press.
66.
WeinerBernard, and RussellDan, and LermanDavid (1979), “The Cognition-Emotion Process in Achievement-Related Contexts,”Journal of Personality and Social Psychology, 37(7), 1211–20.
67.
WilkinsonIan F. (1979), “Power and Satisfaction in Channels of Distribution,”Journal of Retailing, 55(2), 79–94.
68.
WoodsPaul J. (1974), “A Taxonomy of Instrumental Conditioning,”American Psychologist, 29, 584–97.
