Resistance to persuasion in industrial markets: An application in the pharmaceutical sector

In this study, the aim is to identify the persuasion resistance exhibited by decision-makers namely physicians and pharmacists in the pharmaceutical sector, which operates within industrial markets, and to examine the factors influencing the level of this resistance. The sample of the study consists of physicians and pharmacists working in Turkey. Data were collected through a questionnaire, and a total of 92 responses were analyzed. The findings reveal that the sub-dimensions of attitude and the Psychological Reactance Theory have significant effects on persuasion resistance, and that the role of being a decision-maker markedly influences this resistance. The study not only contributes to the theoretical literature but also offers practical implications for companies operating in the pharmaceutical sector. Keywords: Industrial Market, Persuasion Resistance, Pharmaceutical Sector, Decision-Maker.