Motivations for Adaptive Versus Substantial Commitment in a New Sales Program

Flora Fang Gu, Namwoon Kim

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    Abstract

    This study identifies two distinctive modes of the distributor commitment to a manufacturer-initiated new sales program: substantial and adaptive commitment. We argue that the performance of these committed behavior depends on whether the major motivation is to obtain new benefits from the program (called merit-seeking motivation) or to avoid possible losses from non-participation (called loss-aversion motivation).

    Original languageBritish English
    Title of host publicationDevelopments in Marketing Science
    Subtitle of host publicationProceedings of the Academy of Marketing Science
    PublisherSpringer Nature
    Pages324
    Number of pages1
    DOIs
    StatePublished - 2015

    Publication series

    NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
    ISSN (Print)2363-6165
    ISSN (Electronic)2363-6173

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