外文文献：An Exposition on Principals’ Influence in Real Estate Negotiation.pdfVIP

/ijms International Journal of Marketing Studies Vol. 3, No. 2; May 2011 An Exposition on Principals’ Influence in Real Estate Negotiation Iroham, C. O. (Corresponding author) Department of Estate Management College of Science and Technology Covenant University, Ota, Ogun State, Nigeria Tel: 234-803-679-5013 E-mail: emeka_iroham@yahoo.co.uk Oluwunmi, A. O. and Oluwatobi. A. O. Department of Estate Management College of Science and Technology Covenant University, Ota, Ogun State, Nigeria Received: February 17, 2011 Accepted: February 31, 2011 doi:10.5539/ijms.v3n2p169 Abstract The conflicting interest between principals’ and the intermediary role played by Estate Surveyors and Valuers during real estate negotiation could prone the latter to influence from these principals’ as evident in valuation. The research which entailed a survey of 159 Estate Surveyors and Valuers in Lagos metropolis was analyzed with the use of descriptive statistics and the Relative Important Index. It was discovered that potential tenants are most apt in influencing real estate negotiation which is usually carried out with the use of reward powers and information power where pecuniary gains are offered to Estate Surveyors and Valuers in order to accomplish their whims while access to information by these principals are also used against the Estate Surveyor and Valuer working in an unfamiliar terrain respectively. The researchers therefore opines that a wakeup call by both the