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Can Inaccurate Perceptions in Business-to-Business (B2B) Relationships Be Beneficial?

Author

Listed:
  • Joachim Vosgerau

    (Tepper School of Business, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213)

  • Erin Anderson

    (INSEAD, Boulevard de Constance, 77305 Fontainebleau, Cedex, France)

  • William T. Ross, Jr.

    (Smeal College of Business Administration, Pennsylvania State University, State College, Pennsylvania 16802)

Abstract

The authors dedicate this paper in honor of the memory of their deceased co-author, Erin Anderson. In dyadic business relationships, parties can be incorrect in reading their counterparts' relational closeness. For example, they can overestimate or underestimate the counterpart's commitment to their relationship. In the business-to-business (B2B) literature, the consequences of such inaccurate perceptions have not been empirically investigated. We advance and test the proposition that the impact of misreading the other party's relational closeness depends on the direction of the error. We propose that overestimating the counterpart's relational closeness (CRC) is beneficial, while underestimating the counterpart's relational closeness is detrimental for the relationship's functioning. Using original dyadic data in the service sector, we show that most companies underestimate their CRC, in which case becoming perceptually more accurate would improve their relationships. But the opposite holds for parties that overestimate their CRC, in which case becoming perceptually more accurate would actually make the relationship deteriorate. Furthermore, we show that even in long-standing relationships, companies do not know how accurate their perceptions are, even when they believe that they correctly perceive their CRC. We discuss managerial implications of our findings and encourage future research to determine why most decision makers underestimate their CRC, which can lead to impaired functioning of B2B relationships.

Suggested Citation

  • Joachim Vosgerau & Erin Anderson & William T. Ross, Jr., 2008. "Can Inaccurate Perceptions in Business-to-Business (B2B) Relationships Be Beneficial?," Marketing Science, INFORMS, vol. 27(2), pages 205-224, 03-04.
    • Handle: RePEc:inm:ormksc:v:27:y:2008:i:2:p:205-224
    DOI: 10.1287/mksc.1070.0284
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    References listed on IDEAS

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    Cited by:

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    3. Zeynep Müge Güzel & Aysegul Ozsomer, 2022. "Cleansing the doors of perception: Perceptual inaccuracy in marketing relationships," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 216-237, December.
    4. Robert Meyer & Joachim Vosgerau & Vishal Singh & Joel Urbany & Gal Zauberman & Michael Norton & Tony Cui & Brian Ratchford & Alessandro Acquisti & David Bell & Barbara Kahn, 2010. "Behavioral research and empirical modeling of marketing channels: Implications for both fields and a call for future research," Marketing Letters, Springer, vol. 21(3), pages 301-315, September.
    5. Groening, Christopher & Kanuri, Vamsi Krishna, 2013. "Investor reaction to positive and negative corporate social events," Journal of Business Research, Elsevier, vol. 66(10), pages 1852-1860.
    6. Fang Jia & Zhilin Yang, 2021. "Perceptual difference of dependence and trust in marketing channel: reconsideration of dependence measurement," Asian Business & Management, Palgrave Macmillan, vol. 20(1), pages 78-104, February.
    7. Qiong Wang & Ujwal Kayande & Sandy Jap, 2010. "The Seeds of Dissolution: Discrepancy and Incoherence in Buyer-Supplier Exchange," Marketing Science, INFORMS, vol. 29(6), pages 1109-1124, 11-12.
    8. Alavi, Sascha & Wieseke, Jan & Guba, Jan H., 2016. "Saving on Discounts through Accurate Sensing – Salespeople's Estimations of Customer Price Importance and Their Effects on Negotiation Success," Journal of Retailing, Elsevier, vol. 92(1), pages 40-55.
    9. Gatignon, Aline & Gatignon, Hubert, 2010. "Erin Anderson and the Path Breaking Work of TCE in New Areas of Business Research: Transaction Costs in Action," Journal of Retailing, Elsevier, vol. 86(3), pages 232-247.

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