2010/07/01 by Jennifer Wiggins Johnson, Pamela E. Grimm · 2 citations
Business, Management and Accounting · Social Sciences · Psychology · #Customer Service Quality and Loyalty #Consumer Behavior in Brand Consumption and Identification #Experimental Behavioral Economics Studies #Operationalization #Social exchange theory #Perception #Psychology #Social psychology #Epistemology
paper · doi:10.1016/j.jcps.2010.06.018
openalex publication_date 2010/07/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/15
Abstract Researchers have operationalized communal and exchange relationship perceptions as either mutually exclusive categories or opposite ends of a continuum. This research conceptualizes these relationships as distinct constructs that should be measured separately. We develop multi‐item measures of communal and exchange relationship perceptions and find that they are actually positively correlated. We also examine the way communal and exchange relationship perceptions combine to influence intrinsic, extrinsic, and social motivations to donate, a category stipulated in economics, but not in psychology. We find that both relationship perceptions influence consumer attitudes toward donating through a mix of intrinsic, extrinsic, and social motivations.