Abstract
The article introduces four relational models from the social sciences that are relevant for classifying retailer–consumer interactions. Similarities between the relational models are identified and two continuous relational dimensions–personality-relatedness and reciprocity–are derived. The personality-relatedness dimension defines the degree to which consumers place importance on the retailer’s personality (values and culture); reciprocity describes the degree to which consumers place importance on comparative outcomes (the difference between the consumer’s and the retailer’s outcomes). The two relational dimensions establish the Personality-Relatedness and Reciprocity (PRR) framework—a relational framework suitable for analyzing a wide variety of retailer–consumer interactions. The framework informs propositions for future research. The article discusses theoretical contributions and managerially relevant implications of the PRR framework.
