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Paper info: Betrayal dynamics in buyer-seller relationships


Betrayal dynamics in buyer-seller relationships


Leonidas C. Leonidou, Bilge Aykol, John Hadjimarcou and Dayananda Palihawadana

Place of Publication

The paper was published at the 33rd IMP-conference in Kuala Lumpur, Malaysia in 2017.


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This article analyses the causes, symptoms, forms, effects and therapies of betrayal in buyer-seller relationships, based on input derived from the social psychology field. These were empirically assessed with data collected from a study conducted among 109 buyers and 115 sellers in the USA. The study reveals that betrayal is a crucial dimension in buyer-seller relationships, which can have catastrophic effects for both parties. It also shows that, with few exceptions, the views of buyers differ from those of sellers in terms of how various relational characteristics contribute to the emergence of betrayal episodes, what behaviour and attitudes help to diagnose partner betrayal, in which forms the betrayal acts are manifested, how the victims of betrayal feel, and how betrayal problems can be handled in a working relationship.