Perceptual Differences in Market Transactions Revisited: A Waning Source of Consumer Frustration

RONALD J. DORNOFF,

RONALD J. DORNOFF

Ronald J. Dornoff is Arthur Beerman Professor, College of Business Administration, University of Cincinnati.

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F. ROBERT DWYER,

F. ROBERT DWYER

F. Robert Dwyer is Assistant Professor of Marketing, College of Business Administration, University of Cincinnati.

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RONALD J. DORNOFF,

RONALD J. DORNOFF

Ronald J. Dornoff is Arthur Beerman Professor, College of Business Administration, University of Cincinnati.

Search for more papers by this author

F. ROBERT DWYER,

F. ROBERT DWYER

F. Robert Dwyer is Assistant Professor of Marketing, College of Business Administration, University of Cincinnati.

Search for more papers by this author

First published: Summer 1981

https://doi.org/10.1111/j.1745-6606.1981.tb00698.x

Citations: 3

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Abstract

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.

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Volume15, Issue1

Summer 1981

Pages 146-157

Perceptual Differences in Market Transactions Revisited: A Waning Source of Consumer Frustration

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Perceptual Differences in Market Transactions Revisited: A Waning Source of Consumer Frustration

Abstract

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