TY - JOUR
AU - Davis, Harry, L.
AB - Abstract This article explores the concept of market embeddedness and its impact on purchasing behavior in a consumer market. Embeddedness exists when consumers derive utility from two sources simultaneously: from attributes of the product and from social capital found in preexisting ties between buyers and sellers. This framework is applied to the home party method of direct sales. We find that the degree of social capital present, as measured by the strength of the buyer-seller tie and buyer indebtedness to the seller, significantly affects the likelihood of purchase. This content is only available as a PDF. Author notes * " Jonathan K. Frenzen is Assistant Professor of Marketing at the Karl Eller Graduate School of Management, University of Arizona, Tucson, AZ 85704. Harry L. Davis is the Roger L. and Rachel M. Goetz Professor of Creative Management at the Graduate School of Business, University of Chicago, Chicago, IL 60637. The authors would like to thank the Richard D. Irwin Educational Foundation and the Direct Selling Educational Foundation for their generous support and Stephen J. Hoch, Alvin J. Silk, Dipankar Chakravarti, Wayne Baker, Russell Belk, Jerome B. Kernan, Bernard Jaworski, Kent Nakamoto, and Melanie Wallendorf for their comments on earlier drafts of this article. © JOURNAL OF CONSUMER RESEARCH
TI - Purchasing Behavior in Embedded Markets
JF - Journal of Consumer Research
DO - 10.1086/208532
DA - 1990-06-01
UR - https://www.deepdyve.com/lp/oxford-university-press/purchasing-behavior-in-embedded-markets-DwLUSGKpt5
SP - 1
VL - 17
IS - 1
DP - DeepDyve
ER -