An investigation into the intentions of purchasing executives to reciprocate vendor gifts

Michael J. Dorsch, Scott W. Kelley

Research output: Contribution to journalArticlepeer-review

36 Scopus citations

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 languageEnglish
Pages (from-to)315-327
Number of pages13
JournalJournal of the Academy of Marketing Science
Volume22
Issue number4
DOIs
StatePublished - Sep 1994

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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