Exchange Orientation of the Organization

What it measures

A six-item scale measuring the degree to which a consumer perceives an organisation as being guided by exchange relationship norms — operating on a transactional, quid-pro-quo basis where benefits are provided only in exchange for equivalent return. Items assess perceptions that the organisation is primarily interested in what it can get from customers, tracks benefits given, charges for everything, keeps accounts of exchanges, and gives only when something is expected in return.

Representative items

• This organization is mostly interested in what it can get from customers.
• This organization only gives benefits to customers when it expects something in return.
• This organization keeps track of what it gives and gets from customers.

Citation

Aggarwal, Pankaj (2004). The effects of brand relationship norms on consumer attitudes and behavior. Journal of Consumer Research, 31(1), 87–101. [Applied by: Woolley, Kaitlin and Marissa A. Sharif (2021). Incentives increase relative positivity of review content and enjoyment of review writing. Journal of Marketing Research, 58(3), 539–558.]