Abstract
In this study, an experiment was conducted to investigate the effect of gift cost, gift type, and buyer-vendor relationship status on purchasing executives' feelings of indebtedness, perceived manipulation, and intentions to reciprocate vendor gifts. The findings indicate that the likelihood of a business gift being reciprocated depends on the type of vendor gift received, the extent to which the buyer experiences a sense of indebtedness, and buyer perceptions of the level of manipulation associated with the gift. Evidence also indicates that the level of perceived manipulation associated with a gift is based on considerations of gift cost and type with respect to the buyer-vendor relationship status.
Original language | English |
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Pages (from-to) | 315-327 |
Number of pages | 13 |
Journal | Journal of the Academy of Marketing Science |
Volume | 22 |
Issue number | 4 |
DOIs | |
State | Published - Sep 1994 |
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
- Marketing