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Cognitive process differences between discrete and relational exchange

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  • Macintosh, Gerrard
  • Gentry, James W.

Abstract

Recent research has placed greater emphasis on relational as opposed to discrete marketing exchanges. Much of this research has focused on the affective aspects of relationships. We assert that relational exchange also has a cognitive side to it. Specifically, we address two fundamental questions: (1) does a relational perspective involve different cognitive processes, which may lead to different decision outcomes? and (2) does the social context (i.e., accountability) in which decisions are made, alter decision processes and outcomes? The results of an exploratory study suggest differences in cognitive processes between discrete and relational exchange and that accountability has a strong influence on decision outcomes.

Suggested Citation

  • Macintosh, Gerrard & Gentry, James W., 1995. "Cognitive process differences between discrete and relational exchange," International Business Review, Elsevier, vol. 4(4), pages 435-446.
    • Handle: RePEc:eee:iburev:v:4:y:1995:i:4:p:435-446
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    1. Nyu, Valeria & Nilssen, Frode & Kandemir, Destan, 2022. "Small exporting firms’ choice of exchange mode in international marketing channels for perishable products: A contingency approach," International Business Review, Elsevier, vol. 31(1).

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