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The Role Of Motivated Reasoning In Vendor Consideration, Ju-Young Park, Ravipreet S. Sohi, Ray Marquardt

Department of Marketing: Faculty Publications

This is a conceptual article dealing with the role of motivated reasoning in vendor selection. The authors argue that organizational buyers' motivated reasoning, along with the task characteristics of perceived importance and familiarity, plays an important role in determining whether an open or a closed consideration will be used for vendor selection. Based on the relationship between motivated reasoning and task characteristics, the authors develop several propositions.