B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
22.9%
22.9% -- variance in customer motivation to buy for secondary selling (B2C sales contexts) (2025)
Secondary selling accounts for 22.9% of the variance in customer motivation to buy.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
22.9%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
60
Freshness
95
Source
Journal of Marketing
Primary
Tier A
https://www.fortinberrymurray.com/todays-research/secondary-selling-whats-really-happening-in-a-sale ↗
Source Article
Secondary selling: what's really happening in a sale? | Today's Research by Fortinberry Murray
Secondary selling: what's really happening in a sale?
Listen to this article
Researchers from a number of universities have contributed a fascinating study to the Journal of Marketing that investigates how what is known as “secondary selling” can boost sales revenues and customer satisfaction.
This …
Original Research
Journal of Marketing
· Original study ↗
Methodology
Academic study published in Journal of Marketing, based on video-recorded salesperson–customer exchanges and four follow-up studies across B2C contexts
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
secondary selling (B2C sales contexts): 22.9% variance in customer motivation to buy. Source: Journal of Marketing (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/secondary-selling-variance-customer-motivation
HTML Embed
<blockquote cite="https://lighthousedata.io/data/secondary-selling-variance-customer-motivation" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>22.9%</strong> -- variance in customer motivation to buy for secondary selling (B2C sales contexts)<br><small>Source: Journal of Marketing (2025) · <a href="https://lighthousedata.io/data/secondary-selling-variance-customer-motivation" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.