Reciprocal exchange in rural communities: Consumers' inducements to inshop
✍ Scribed by Nancy J. Miller; Rita C. Kean
- Publisher
- John Wiley and Sons
- Year
- 1997
- Tongue
- English
- Weight
- 245 KB
- Volume
- 14
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Although consumer -retailer exchange behavior has been studied for many years, its treatment has not accounted for factors relating to reciprocal exchange intentions. This article defines reciprocity as the degree to which individuals expect cooperative action, and places reciprocity within the overall framework of consumer -retailer market exchange. In addition, it presents results of an exploratory study of rural consumers' reciprocal intentions to shop with local retailers, indicating that levels of satisfaction with interpersonal reciprocity have greater influence than moral, social, or economic motives. This study also suggests that social desirability, as a bias, is strongly linked to rural consumers' responses.