Microcomputer based methodologies offer new
dimensions to the study of dyadic interaction in marketing.
This article explores the role of the microcomputer
as a dyadic interaction research tool in the contexts
of buyer-seller negotiation and buyer-seller communication
processes. The authors conclude that microcomputer
applications represent a promising new direction in
the study of dyadic behavior. Moreover, the micro
computer's potential for improved experimental control
and measurement is relatively untapped.
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