Despite the evidence in other domains that Black individuals can experience discriminatory treatment, marketing research offers few insights into how Black salespersons (as compared to White salespersons) are perceived and treated within buyer–seller negotiations. We address this limitation in the literature by conducting three studies. First, our findings show that White buyers with a higher social dominance orientation expect Black salespersons to bargain (i.e., negotiate) less than White salespersons. Second, White buyers with a higher social dominance orientation perceive Black salespersons to have bargained more than White counterparts (who have bargained the same). Third, when negotiating with White buyers with a higher social dominance orientation, Black salespersons receive lower product prices than White salespersons. Fourth, when negotiating with White buyers with a higher social dominance orientation, Black salespersons are less likely to be referred to other prospective buyers than White salespersons. Interestingly, no differences exist for White buyers lower on social dominance orientation. Combined, these findings offer insight into the type of discrimination that Black salespersons can encounter within buyer–seller negotiations by revealing how White buyers perceive (i.e., expect them to negotiate less; perceive them to have bargained more than they actually did), behave (i.e., offer them lower prices) and intend to behave (i.e., less willing to refer them to other buyers) toward Black salespersons as compared to White salespersons.

尽管在其他领域有证据表明黑人可以经历歧视性待遇，但是市场研究对于在买卖双方的谈判中如何看待和对待黑人销售人员（与白人销售人员相比）的见解很少。我们通过进行三项研究来解决文献中的这一局限性。首先，我们的研究结果表明，具有较高社会主导地位的白人购买者期望黑人销售者比白人销售者讨价还价（即谈判）。其次，具有较高社会主导地位的白人购买者认为黑人销售人员的讨价还价幅度要高于白人商人（同样进行讨价还价）。第三，在与具有较高社会主导地位的白人购买者进行谈判时，黑人销售者获得的产品价格低于白人销售者。第四，在与具有较高社会主导地位的白人购买者进行谈判时，与白人出售者相比，黑人出售者被推荐给其他潜在购买者的可能性较小。有趣的是，白人购买者在社会支配地位方面没有差异。这些发现加在一起，通过揭示白人购买者如何对黑人销售员在买卖双方谈判中可能遇到的歧视类型进行分析。感知（即期望他们减少谈判；感知到他们讨价还价比实际交易更多），表现（即为他们提供更低的价格）并打算表现（即不愿意将其推荐给其他买家）对黑人销售人员与白人销售人员相比。