John O’Shaughnessy was a Professor Emeritus of Business at Columbia University and a Senior Associate of the Judge Institute of Management Studies at the University of Cambridge in 2002. He authored 12 books on business.
Chapter 10: The Influence of Personal Communication on a Buyer’s Choice Criteria in the Salesman/Buyer Dyad
Chapter 10 of Models of Buyer Behavior
The chapter provides a guide to likely deficiencies in the decision process used by the buyer to evaluate products. It is argued that knowledge of such deficiencies could be valuable for the salesman in building a persuasive strategy. By breaking down the choice criteria and influences behind the buyer’s need, the paper offers a greater understanding of buyer behavior and theory.