Communal and exchange relationship perceptions as separate constructs and their role in motivations to donate

Johnson, Jennifer Wiggins; Grimm, Pamela E.

doi:10.1016/j.jcps.2010.06.018

Cited by 80 publications

(73 citation statements)

References 53 publications

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“…Consumers were asked to indicate which definition best represented their relationships with the performing arts center. While previous research has found that consumers can perceive a relationship that has elements of both exchange and communal relationships (Johnson & Grimm, ), most of the consumers were expected to perceive either the exchange component or communal component of their relationships to be stronger. By asking consumers to categorize themselves based on the dominant component of their relationships with the organization, the segmentation model based on the behavioral data was given the greatest opportunity to accurately identify consumers with different relationship perceptions.…”

Section: Study 1—segmentation Modelmentioning

confidence: 77%

“…Consumer willingness to donate has also been shown to increase when the consumer–organization relationship shifts from an exchange relationship to a communal relationship (Aggarwal, ; Johnson & Grimm, ). Both communal and exchange relationships involve a long‐term orientation and ongoing interactions over time.…”

Section: Consumer Relationship Perceptions and Willingness To Donatementioning

confidence: 99%

“…Consumers who perceive communal relationships have been found to be more willing to help the organization through spreading positive word of mouth (Gremler, Gwinner, & Brown, ) and participating in market research (Aggarwal, ) than consumers who perceive exchange relationships, particularly when no reward is offered in exchange. Communal relationship perceptions have also been found to be associated with higher willingness to donate among consumers (Johnson & Grimm, ; Johnson, Thomas, & Peck, ). Thus, consumers who perceive strong relationships, greater commitment, and especially communal relationships, are frequently found to be the most likely to donate to the organization.…”

Section: Consumer Relationship Perceptions and Willingness To Donatementioning

confidence: 99%

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Can Purchase Behavior Predict Relationship Perceptions and Willingness to Donate?

Johnson

Peck

Schweidel

2014

Psychology and Marketing

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As arts organizations frequently seek purchases and donations from the same consumers, one of their challenges is identifying which consumers are likely to become donors in the future. With all of the data currently available, many organizations are looking to their databases to predict future consumer behavior. In the customer relationship management literature, models have been developed that allow organizations to use consumer purchase data to predict future purchase behavior. This goal of this research is to extend this literature to determine whether it is possible to predict consumer willingness to donate using purchase behavior data. It is not expected that purchase behavior data will be nearly as accurate a predictor of future donation behavior as past donation behavior would be. Rather, the goal is simply to determine whether organizations would be able to use purchase behavior data as a proxy for relationship perceptions to improve their ability to identify prospective donors among their consumers. Three commonly used methods of prediction based on past behavior are tested using a combination of purchase behavior data and consumer surveys: a segmentation approach, a recency/frequency/monetary value model, and a Pareto/NBD customer relationship management model. Across all three methods, purchase behavior is found to be a poor predictor of both customer relationship perceptions and willingness to donate to the organization.

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Section: Study 1—segmentation Modelmentioning

confidence: 77%

Section: Consumer Relationship Perceptions and Willingness To Donatementioning

confidence: 99%

Section: Consumer Relationship Perceptions and Willingness To Donatementioning

confidence: 99%

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Can Purchase Behavior Predict Relationship Perceptions and Willingness to Donate?

Johnson

Peck

Schweidel

2014

Psychology and Marketing

Self Cite

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“…Consumers in exchange relationships are more likely to seek utilitarian benefits (e.g., value for money or reciprocal exchange) since the relationship is based on input-output transaction value. Previous research found that people in a communal relationship were more satisfied with being underpaid (Peters and van den Bos, 2008) and more likely to donate (Johnson and Grimm, 2010) than those in an exchange relationship.…”

Section: The Moderating Effect Of Consumer-organization Relationship mentioning

confidence: 95%

Toward service recovery strategies: the role of consumer-organization relationship norms

Hur

Jang

2016

JSM

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Purpose Given the increasing importance of relationship management in service recovery encounters, this study aims to investigate the role of consumer–organization relationship norms (communal versus exchange) in connection with the service recovery process. Design/methodology/approach Based on a thorough review of the previous literature, the model was developed. Using a scenario-based survey method, a total of 204 usable responses were obtained via self-administered questionnaires in the USA. Anderson and Gerbing’s two-step approach was used to assess the measurement and structural models. Findings The findings indicate that consumers’ recovery processes are influenced by relationship norms. For consumers in the communal relationship, perceived social recovery had a greater influence on satisfaction with the service recovery. Consumers in the exchange relationship reacted more sensitively to perceived economic recovery in terms of satisfaction with the service recovery. Research limitations/implications The focus of this study is restaurant consumers’ responses to service recovery in the context of an established relationship. Therefore, the results may not be generalizable for other consumers and segments. Practical implications The findings have important implications for increasing the understanding of consumer behavior in established relationships and suggesting effective recovery strategies. Originality/value This study investigates the effect of different relationship norms that could explain varying consumer responses to service recovery within a high-quality relationship. It also provides directions for improving consumers’ satisfaction with service recovery. This differs from previous studies that mainly focused on relationship quality.

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“…Extant research has demonstrated that people with high (vs. low) communal orientation are more responsive to warmth perceptions (Scott, Mende, & Bolton, ) and are more willing to provide assistance to others (Clark et al., ). Similarly, it has been found that consumers in a communal brand relationship tend to genuinely desire the brand to succeed and engage in acts to help the brand (Johnson & Grimm, ). These findings associate communal orientation with people's intentions to help a warm brand.…”

Section: Study 3 Communal Orientationmentioning

confidence: 99%

Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations

et al. 2019

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This research investigates how consumer evaluations of brand extensions are affected by two distinct types of brand reputation: a reputation for social responsibility built through commitments to societal obligations, versus a reputation for ability developed by delivering quality offerings. Through six studies, we establish that while the two reputation types equivalently influence high fit brand extensions, a reputation for social responsibility (vs. ability) leads to more favorable responses toward low fit brand extensions by inducing a desire to support and help the company that has acted to benefit consumers. Furthermore, the facilitative effect of social responsibility on low fit brand extension evaluations is more prominent among consumers who value close relationships and caring for one another's well‐being (i.e., those with high communal orientation), and tends to dissipate when social responsibility initiatives are tainted with self‐serving motives (i.e., when these initiatives are aligned with the brand's core offering).

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Communal and exchange relationship perceptions as separate constructs and their role in motivations to donate

Cited by 80 publications

References 53 publications

Can Purchase Behavior Predict Relationship Perceptions and Willingness to Donate?

Can Purchase Behavior Predict Relationship Perceptions and Willingness to Donate?

Toward service recovery strategies: the role of consumer-organization relationship norms

Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations

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