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Perceptual Differences in Market Transactions Revisited: A Waning Source of Consumer Frustration
Author(s) -
DORNOFF RONALD J.,
DWYER F. ROBERT
Publication year - 1981
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1981.tb00698.x
Subject(s) - franchise , frustration , perception , profit (economics) , business , concordance , marketing , advertising , economics , microeconomics , psychology , social psychology , medicine , neuroscience
A 1973 survey study of retailer and consumer attitudes toward retailer actions in contrived market situations showed marked differences in the values of the two groups. In short, retailers’ short‐run profit motives outweighed their concern for their long‐run customer franchise. This 1979 follow‐up survey study found increased concordance between the parties in market transactions.