A three-item scale measuring a customer's belief that a negotiated deal or transaction with a company is balanced—providing roughly equal benefits to both parties. Adapted from the 'exchanging good' dimension of Pervan, Bove, and Johnson's (2009) reciprocity scale, originally developed and validated in a B2B context.
Blanchard, S.J., Carlson, K.A., & Hyodo, J.D. (2016). The favor request effect: Requesting a favor from consumers to seal the deal. Journal of Consumer Research, 42(6), 985–1001.
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