Influence of buyer ethics and salesperson behavior on intention to choose a supplier

A survey of purchasing professionals was conducted to investigate the effect of perceived unethical salesperson behavior on intentions to choose a supplier. Results suggest that as salesperson behavior is perceived as more unethical, the purchaser is less likely to choose the firm that the salesperson represents. This result is due to norm violations influencing intentions in two ways: (1) through externally controlled rewards or punishments (e.g., harming the purchaser’s career), and (2) through internally self-bestowed rewards or punishments (e.g., feeling bad for not doing the “right” thing).