Influence of Buyer Ethics and Salesperson Behavior on Intention to Choose a Supplier

Abstract

A survey of purchasing professionals was conducted to investigate the effect of perceived unethical salesperson be havior on intentions to choose a supplier. Results suggest that as salesperson behavior is perceived as more unethical, the purchaser is less likely to choose the firm that the sales person represents. This result is due to norm violations influencing intentions in two ways: (1) through externally controlled rewards or punishments (e.g., harming the pur chaser's career), and (2) through internally self-bestowed rewards or punishments (e.g., feeling bad for not doing the "right" thing).