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.

Response format

7-point Likert

Scale items

• This organization is mostly interested in what it can get from customers.
• This organization expects something in return for any benefit they give customers.
• This organization charges for everything they give customers.
• This organization keeps track of what it gives and gets from customers.
• This organization only gives benefits to customers when it expects something in return.
• This organization keeps account of all the exchanges they have with customers.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Single alpha: α = .94 — Woolley & Sharif (2021, Study 3). VALIDITY: Not reported. Adapted from Aggarwal (2004) exchange brand relationship norms scale. Companion to Communal Orientation of the Organization (COOR, ID 2115) from the same study — the two scales are the exchange-pole counterpart and should be used together when the full communal-exchange norm framework is being assessed.

Recommended companion scales

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.]

Keywords