Effects of choice and sales message on customer-salesman interaction.

Social Behavior: Its Elementary Forms

1963 • 4,836 citations

Social Behavior as Exchange

1958 • 4,435 citations

Attitudes and Cognitive Organization

1946 • 3,547 citations

Structural balance: a generalization of Heider's theory.

1956 • 2,422 citations

Selling as a Dyadic Relationship – A New Approach

1963 • 323 citations

HUMAN RELATIONS in the Restaurant Industry

1963 • 224 citations

The exertion of influence through social communication.

1950 • 55 citations