Relational Communication: Form versus Content in the Sales Interaction
提出关系沟通这一新概念，指信息中超出实际内容的部分，使沟通者能协商相对地位，如主导、顺从或平等，对研究面对面销售沟通的学者有参考价值。
In view of the importance of interpersonal communication in the face-to-face selling interaction, this discussion seeks to provide a more complete picture of the actual communication process by introducing a concept new to the marketing literature. The concept is relational communication, which refers to that part of a message beyond the actual content which allows communicators to negotiate their relative positions. Thus, the message sender can either bid for dominance, deference, or equality. The message receiver, in turn, can accept the bid or deny it.