ABSTRACT
A gatekeeper is the member of the business buying center who controls the flow of information to other members of the buying center. Also, gatekeepers keep buying center members informed about potential alternatives and help create the decision rules that are used in making purchasing decisions. It is the duty of the gatekeeper to let members know when various purchasing alternatives have been rejected. In some situations, the gatekeeper is not a specific individual. Instead, a gatekeeping function takes place, whereby members regulate the flow of information into the group, mutually establish decision rules, and reject alternatives. Also, when a gatekeeping function is performed by the group, each takes on the responsibility of keeping other members informed.
