SHALL WE GATHER IN THE GARDEN - THE EFFECT OF INGRATIATORY BEHAVIORS ON BUYER TRUST IN SALESPEOPLE

In this study, we develop a typology of the ingratiatory influence tac tics used by salespeople in their interactions with buyers. We then in vestigate the possible influence that the use of these ingratiatory be haviors has on the level of trust buyers place in salespeople, Evidenc e is developed suggesting the use of offensive ingratiatory behaviors are generally associated with lower levels of buyer trust in salespeop le, whereas certain defensive ingratiatory behaviors were shown to pos itively influence buyer-seller trust.