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Tolerance for Inequity In Buyer‐Seller Relationships 1
Author(s) -
Leventhal Gerald S.,
Younts Chakles M.,
Lund Adrian K.
Publication year - 1972
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1972.tb01282.x
Subject(s) - product (mathematics) , business , marketing , advertising , commerce , mathematics , geometry
Customers who purchased a household cleaning product from a door‐to‐door salesman were offered a monetary rebate after the sale. Customers accepted the rebate when it came from a company, but not when it came from the salesman. A second study replicated these findings and also showed that customers were reluctant to accept rebates that came from middlemen (suppliers). It seems likely that customers were more willing to accept money from the company than from other donors becausc they believed the company had higher income.