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Personality-Relatedness and Reciprocity framework for analyzing retailer-consumer interactions

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  • Kaltcheva, Velitchka D.
  • Parasuraman, A.

Abstract

The article introduces four relational models from the social sciences that are relevant for classifying retailer-consumer interactions. Similarities between the relational models are identified and two continuous relational dimensions-personality-relatedness and reciprocity-are derived. The personality-relatedness dimension defines the degree to which consumers place importance on the retailer's personality (values and culture); reciprocity describes the degree to which consumers place importance on comparative outcomes (the difference between the consumer's and the retailer's outcomes). The two relational dimensions establish the Personality-Relatedness and Reciprocity (PRR) framework--a relational framework suitable for analyzing a wide variety of retailer-consumer interactions. The framework informs propositions for future research. The article discusses theoretical contributions and managerially relevant implications of the PRR framework.

Suggested Citation

  • Kaltcheva, Velitchka D. & Parasuraman, A., 2009. "Personality-Relatedness and Reciprocity framework for analyzing retailer-consumer interactions," Journal of Business Research, Elsevier, vol. 62(6), pages 601-608, June.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:6:p:601-608
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    Cited by:

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    2. Regner, Tobias, 2015. "Why consumers pay voluntarily: Evidence from online music," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 57(C), pages 205-214.
    3. Skorek Monika, 2016. "Attitudes of Polish Consumers Toward Experiential Marketing," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 24(4), pages 109-124, December.

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