Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Arts

Degree Level

Undergraduate

Department

Biological Sciences

Advisor/Mentor

Mack Ivey

Committee Member

Matt Judah

Second Committee Member

Anne Velliquette

Abstract

Trust is a critical driver of success in relationship-based sales, particularly in complex environments such as medical, pharmaceutical, and B2B markets where decisions involve uncertainty, risk, and long-term commitment. Existing research in marketing and psychology primarily explains trust through interpersonal behaviors, communication, and relationship management strategies. However, the biological mechanisms underlying trust formation remain largely underexplored in these contexts.

This thesis examines the role of oxytocin, a neuropeptide associated with social bonding and cooperation, in shaping trust and decision-making in professional sales environments. Drawing on research from neuroscience, neuroeconomics, and relationship marketing, it proposes that oxytocin-mediated processes provide a biological foundation for trust formation, particularly in situations involving interpersonal risk and repeated interaction. Rather than replacing existing behavioral frameworks, this thesis positions oxytocin as a complementary explanatory layer that helps explain why relationship-based sales strategies, such as empathy, consistency, and effective communication, are consistently effective in fostering long-term client commitment and cooperation. By integrating biological and behavioral perspectives, this research offers a more comprehensive understanding of trust as a multi-level process in high-stakes B2B sales contexts.

Keywords

Psychology, Oxytocin, Sales, Business, Biology

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