An Application of Equity Theory to Buyer-Seller Exchange Situations

Huppertz, John W.; Arenson, Sidney J.; Evans, Richard H.

doi:10.1177/002224377801500208

Cited by 222 publications

(152 citation statements)

References 33 publications

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“…Also the equity perception was checked by a 5-point scale comprising the equity items of Lapidus and Pinkerton (1995) and Huppertz et al (1978) (see Appendix D), adapted to the situation (Cronbach's Alpha ¼ 0.91). In the first division the relationship was perceived to be inequitable to neutral, whereas in the second department the relationship was found to be equitable (n ¼ 30,…”

Section: Methodsmentioning

confidence: 99%

“…When the first ratio is larger than the second ratio, the consumer is overbenefited, i.e., there is positive inequity (Adams, 1965). In other words, consumerÀretailer relationships in which the consumer feels he or she is being treated unfairly can be interpreted as negatively inequitable (Huppertz et al, 1978). This perception of inequity leads the consumer to feel underrewarded and entails feelings of anger and resentment (Ganesan, 1994;Lapidus and Pinkerton, 1995).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…These feelings affect behavior in subsequent periods by encouraging the consumer to restore equity or balance (Ganesan, 1994;Gruen, 1995). In a retailing context, Huppertz et al (1978) found that behaviors chosen in inequitable situations were different from those in equitable situations: most consumers who encounter inequitable retail exchange situations leave the store without buying any product. Also shoplifting À an unethical act À was suggested by Huppertz et al (1978) as a possible mode of inequity reduction, as these actions can involve retaliatory acts (Gundlach and Murphy, 1993;Smith, 1990).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…In a retailing context, Huppertz et al (1978) found that behaviors chosen in inequitable situations were different from those in equitable situations: most consumers who encounter inequitable retail exchange situations leave the store without buying any product. Also shoplifting À an unethical act À was suggested by Huppertz et al (1978) as a possible mode of inequity reduction, as these actions can involve retaliatory acts (Gundlach and Murphy, 1993;Smith, 1990). Therefore, a consumer faced with an inequitable relationship will be less likely to report receiving too much change compared to a consumer faced with an equitable relationship.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Relationship Commitment and Ethical Consumer Behavior in a Retail Setting: The Case of Receiving Too Much Change at the Checkout

Steenhaut

Kenhove

2005

J Bus Ethics

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In this study, we conducted two experiments to examine the effect of relationship commitment on the reaction of shoppers to receiving too much change, controlling for the amount of excess change. Hypotheses based on equity theory, opportunism and guilt were set up and tested. The first study showed that, when the less committed consumer is confronted with a large excess of change, he/she is less likely to report this mistake, compared with a small excess. Conversely, consumers with a high commitment towards the retailer are more likely to tell when they receive too much change, especially when the amount is large. The second experiment provided an explanation for these findings: the less committed consumer is driven by opportunism, whereas guilt-related feelings play an important role in a high commitment relationship. These results have several implications for both retail management and future research.KEY WORDS: Amount of excess change received by retail shoppers, consumer ethics, equity theory, guiltrelated feelings, opportunism, passively benefiting at the expense of the seller, receiving too much change at the checkout, relationship commitment, relationship marketing, retailing, unethical consumer behavior

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Section: Methodsmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Theoretical Backgroundmentioning

confidence: 99%

See 2 more Smart Citations

Relationship Commitment and Ethical Consumer Behavior in a Retail Setting: The Case of Receiving Too Much Change at the Checkout

Steenhaut

Kenhove

2005

J Bus Ethics

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“…According to reciprocal theory, "relationship investment emphasizes an aim for reciprocation by consumers that is based on retention efforts made by a retailer" (Huppertz, Arenson, and Evans, 1978).…”

Section: The Influence Of Dedication-based Relationship Maintenance Omentioning

confidence: 99%

The effects of relationship maintenance and relationship investment on self-service technology relationship performance

Chang

Fang

et al. 2016

Information Technology &Amp; People

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2016),"The effects of relationship maintenance and relationship investment on self-service technology relationship performance", Information Technology & People, Vol. 29 Iss 3 pp. -Permanent link to this document: http://dx.Observers versus agents: divergent associations of video versus game use with empathy and social connectedness", Information Technology & People, Vol. 29 Iss 3 pp. -Access to this document was granted through an Emerald subscription provided by emerald-srm:573577 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.In order to illustrate how businesses formulate strategies to maintain relationships with loyal customers, Kim and Son (2009) applied SET and viewed relationship maintenance mechanisms from two perspectives:constraint-based and dedication-based. Constraint-based relationship maintenance focuses on economic, social, or psychological commitment. In contrast, dedication-based relationship maintenance is an attitudinal commitment derived from genuine appreciation for a relationship. Hennig-Thurau, Gwiiner and Gremler (2000) further indicated that the functioning of dedication-based relationships can be depicted from a benefit-focus perspective, while constraint-based relationships are better viewed from a dependency perspective. Restated, dedication-based relationships represent that two parties 'want to' continue the relationship, but constraint-based relationships represent that they 'have to' stay in the relationship.According to figures for 2014, Taiwan has the highest density of convenience stores in the world (Ministry of Foreign Affairs, 2014). However, only the top three convenience stores have launched SSTs to enhance their product/service variety and offer quality e-services to establish and enhance their customer relationships. Taiwanese people enjoy going to convenience stores and using SSTs (i.e., in-store kiosks) to search for travel information, pay bills, purchase tickets and so on, because this technology provide them with clear, practical value, being both convenient and efficient (Kim and Son, 2009;Kleijnen, De Ruyter, and Wetzels, 2007). An examination of how Taiwanese convenience stores have launched SSTs may improve understanding of SST relationship marketing operations. A...

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Impact of perceived value on casual mobile game loyalty: The moderating effect of intensity of playing

Molinillo

Japutra

Liébana‐Cabanillas

2020

J of Consumer Behaviour

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The retention rate of mobile game players is one of the subjects that spark most interest in the industry, as many abandon the games only a few hours after downloading them. This study examines the antecedents of loyalty towards mobile games from the perspective of perceived value and explores the moderating effect of intensity of playing. The results revealed that hedonic value (i.e., perceived enjoyment and perceived attractiveness) and, to a lesser extent, utilitarian value (i.e., effort expectancy and perceived usefulness) are crucial in the loyalty that players feel towards mobile games. Intensity of playing weakens the relationship between perceived usefulness, perceived enjoyment and loyalty intention. Based on the findings, theoretical and practical implications are provided.

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An Application of Equity Theory to Buyer-Seller Exchange Situations

Cited by 222 publications

References 33 publications

Relationship Commitment and Ethical Consumer Behavior in a Retail Setting: The Case of Receiving Too Much Change at the Checkout

Relationship Commitment and Ethical Consumer Behavior in a Retail Setting: The Case of Receiving Too Much Change at the Checkout

The effects of relationship maintenance and relationship investment on self-service technology relationship performance

Impact of perceived value on casual mobile game loyalty: The moderating effect of intensity of playing

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