The relationship between perceived personal stake in the purchase decision and the importance of five influence tactics is investigated. The personal stake variables are Extrinsic Rewards, Intrinsic Rewards, Departmental Stake Peer Credibility, and Superior Credibility. The five influence tactics are Reason & Logic, Simple Request, Bargaining, going to a Higher Authority, and forming Coalitions.

A potential explanation for the amount of individual participation and influence in an industrial purchase decision is whether or not the participant expects any personal repercussions to result from the decision outcome. Justified by a dcript theory extension of the reward/measurement model, the above proposition was tested and supported using a LISREL model fitted to the responses of executives who participated in the purchase of a specialized item of capital equipment.

proposes that who have more knowledge about their buyers give more effective presentations. Addresses this issue by examining the evaluative criteria held by different functional roles represented in the decision‐making unit, how those criteria differ across the various roles, and howknowledge of this can be incorporated into sales training programs to give salespeople more information on their customers and help them be more effective during the sales interaction.