Factors Influencing the Persuasiveness of Proposition Types in B2B Situations

  • Typ:Master's thesis
  • Betreuer:

    Marc Wouters

  • Zusatzfeld:


  • To design their offers as persuasive as possible is every salespersons goal. Only persuasive propositions make potential customers to buy the offered products. Therefore, salespersons will often face the question, which properties a proposition should have to be persuasive. Currently, they find a lot of different proposition types and their properties in the literature. But it is still open which factors influence the persuasiveness of these types. We reduce this gap by identifying potential influencing factors and hypothesize their effects on specific proposition types. Finally, we propose online experiments as a method to test our hypotheses.