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An IT engineer specifies the type of electronic shopping cart to be used on the company's new website. The engineer also chooses the supplier that receives the contract to provide the software. In the buying center, this person is the
Authority
The power or right to give orders, make decisions, and enforce obedience within an organizational or social hierarchy.
Coercion
The act of compelling or forcing someone to act in a certain way by use of threats or pressure.
Ingratiation
A psychological technique where an individual attempts to become more attractive or likable to another, often through flattery or other means.
Reward Power
A form of control where a person or entity uses rewards or incentives to encourage desired behaviors.
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