The behavioural response of the professional buyer on social cues from the vendor and how to measure it

Purpose Vendors’ social cues – physical or behavioural hints – have an impact on the professional buyer. However, little is known about that impact. The purpose of this paper is to place knowledge about the impact of social cues that other disciplines acquired in the context of business-to-business (B2B) marketing to contribute constructively to the research agenda. Design/methodology/approach By integrating findings on the processing of social...