An Attitude-Behavior Framework for Distribution Channel Management

The consistency or inconsistency of boundary personnel attitudes and behavior forms the basis for a model that predicts the influence processes that need to be implemented and the influence objectives that need to be sought in a focal organization's attempts to gain acceptance of its distribution channel programs. Propositions are developed concerning (1) the communication strategies that can be used most effectively in implementing the influence processes, and (2) how the relative importance of the decision on a channel program should be related to the nature of the approach taken to implement each influence process.