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Individuals often attempt to influence the behaviors and actions of others in consumption contexts. When exerting influence, individuals rely on specific influence tactics, such as bargaining and emotional appeals. This paper examines the impact of power on the choice of influence tactics in relationships between influencers and targets. Specifically, the impact of balance of power and intensity of power on the choice of influence tactics is investigated.Within the organization. Often, people try to use specific strategies to change attitudes or behavior of another person using their own powers that exist.
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