Dwyer, F. Robert

Associate professor of Marketing at the University of Cincinnati.

Research Interest: marketing channel, consumer behavior

Published Papers: JM 4, JMR 3, MS 1 JCR 1, JR 1, JBR 1, others 7.

Abstract

This study examined group polarization hypothesis in consumer bargaining behavior at the unit and system level. The consumer transactions are specified from power and bargaining theories. The impacts of group size and power structure on payoff, communication style and dispositions were explicated by simulating "haggling over the term of give and take" in a 2*2 threat-vulnerable game. On the empirical grounds, The author proposed that in the unit level, strong bargainer could earn higher payoffs and have more favorable post-bargaining dispositions, interaction effects between power structure and group size also significant. Two person strong units and one-person weak units will earn more than one-person strong units and two-person weak units, respectively. No significant effect on communication style can be found. At system level, equal power situation is more efficient than unequal power structures, so the power structure have no impact on group payoff.

The paper investigated consumer behavior from bargaining paradigm. It gave more insights to understand marketing transaction by introducing small group theory and game theory. The research was conducted by game simulations in a laboratory experiment, which contributes to further study of dyadic marketing transactions in the experiment. The distinct results from group level and unit level research of consumer behaviors shed light on the marketing transactions.

Reference:

Dwyer, F Robert (1997), "Customer Lifetime Valuation to Support Marketing Decision Making," Journal of Direct Marketing, 11(Autumn), 4, 6-13.

Boyle, Brett A; Robert F. Dwyer (1995), "Power, Bureaucracy, Influence, and Performance: Their Relationships in Industrial Distribution Channels," Journal of Business Research. 32(Mar), 3, 189-200.

Boyle, Brett; Robert F. Dwyer; Robert A Robicheaux; James T Simpson (1992), "Influence Strategies in Marketing Channels: Measures and Use in Different Relationship Structures," Journal of Marketing Research, 29(Nov), 4, 462-473.

Dwyer, F Robert; Sejo Oh (1988), "A Transaction Cost Perspective on Vertical Contractual Structure and Interchannel Competitive Strategies," Journal of Marketing. 52(Apr), 2, 21-34.

Dwyer, F Robert; Sejo Oh (1987), "Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels," Journal of Marketing Research. 24(Nov), 4, 347-358.

Dwyer, F Robert; Paul H Schurr; Sejo Oh (1987), "Developing Buyer Seller Relationships, Journal of Marketing. 51(Apr), 2, 11-27.

Dwyer, F Robert; Richard H Kolbe (1986), "Marketing Imperatives for Hospice and Hospitals: Implications of Hospice Headway," Hospital and Health Services Administration," 31(Mar/Apr), 2, 94-108.

Dwyer, F Robert; Richard H Kolbe (1986), "Diagnosing the Physician as Gatekeeper in Hospice Marketing," Journal of Health Care Marketing, 6(Mar), 1, 23-33.

Dwyer, F Robert; Ann M Welsh (1985), "Environmental Relationships of the Internal Political Economy of Marketing Channels," Journal of Marketing Research, 22(Nov), 4, 397-414.

*Dwyer, F Robert (1984), "Are Two Better than One? Bargaining Behavior and Outcomes in an Asymmetrical Power Relationship," Journal of Consumer Research, 11(Sep), 2, 680-693.

Dornoff, Ronald J; Robert F Dwyer (1981), "Perceptual Differences in Market Transactions Revisited: A Waning Source of Consumer Frustration," Journal of Consumer Affairs, 15(Summer), 1, 146-157.

Klebba, Joanne M; Robert F Dwyer (1981), "Environmental Impact on Purchase Decision Structure," Journal of Purchasing and Materials Management, 17(Spring), 1, 30-36.

Dwyer, F Robert; James R Evans (1981), "A Branch and Bound Algorithm for the List Selection Problem in Direct Mail Advertising," Management Science, 27(Jun), 6, 658-667.

Dwyer, F Robert; Orville C Jr. Walker (1981), "Bargaining in an Asymmetrical Power Structure," Journal of Marketing, 45(Winter), 1, 104-115.

Dwyer, F Robert (1980), "Response Errors in Survey Research," California Management Review. 23 (Fall), 1, 39-45.

Dornoff, Ronald J; Robert F Dwyer(1980), "Retailer's Social Responsibility: A New Consciousness," Journal of Contemporary Business, 9(Second Quarter), 2, 151-161.

Dwyer, F Robert (1980), "Channel-Member Satisfaction: Laboratory Insights," Journal of Retailing, 56(Summer), 2, 45-65.

Preston, Robert H; Robert F Dwyer; William Rudelius (1978), "The Effectiveness of Bank Premiums," Journal of Marketing, 42(July), 3, 96-101.

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