Personality-Relatedness and Reciprocity framework for analyzing retailer-consumer interactions

Velitchka D. Kaltcheva, A. Parasuraman

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)601-608
Number of pages8
JournalJournal of Business Research
Issue number6
StatePublished - Jun 2009


  • Personality-relatedness
  • Positioning strategies
  • Reciprocity
  • Retailer-consumer interactions

ASJC Scopus subject areas

  • Marketing


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