Cleansing the doors of perception: perceptual inaccuracy in marketing relationships

Abstract

We present an integrative and critical review of the current knowledge about perceptual inaccuracies in marketing relationships. We analyze antecedents of these inaccuracies, identify misperceived constructs and related downstream consequences and moderators. With a focus on salesperson-customer dyads, we provide a synthesis of existing research, develop an emergent conceptual framework and identify several research gaps. Drawing from various theories such as relationship lifecycle, social perception, and the behavioral decision theory, we suggest ways of reconciling inconsistent findings and develop propositions that could guide future perceptual inaccuracy research. We bring confidence into perceptual inaccuracy research to extend the current knowledge base. The perceptual inaccuracy lens can generate new insights to inspire and guide marketing researchers and practitioners. © 2022, Academy of Marketing Science.