Author(s):
Teresa Fernandes 
; João Proença
Date: 2013
Persistent ID: http://hdl.handle.net/10216/65838
Origin: Repositório Aberto da Universidade do Porto
Document details
Reassessing RM and Relationships in Consumer Markets: Emotion, Cognition and Co...
Description
This article shows the importance of consumer relationship intention and its cognitive and emotional motivations in the development of a relational approach in buyer–seller relationships in business-to-consumer settings. The article presents empirical research that used a cross-sectional survey of 222 consumers followed by discriminant analysis to highlight the fact that different relationships may exist in consumer markets. We found that cognitionbased motivations explain functional relationship outcomes and that emotion-based motivations explain higher forms of dedication to the provider, such as altruism, switching intentions, and acquiescence. The article shows that consumer proneness and motivations are highly significant in discriminating relationships.
This article shows the importance of consumer relationship intention and its cognitive and emotional motivations in the development of a relational approach in buyer–seller relationships in business-to-consumer settings. The article presents empirical research that used a cross-sectional survey of 222 consumers followed by discriminant analysis to highlight the fact that different relationships may exist in consumer markets. We found that cognitionbased motivations explain functional relationship outcomes and that emotion-based motivations explain higher forms of dedication to the provider, such as altruism, switching intentions, and acquiescence. The article shows that consumer proneness and motivations are highly significant in discriminating relationships.
Document Type
Article
Language English
Language English
| Financiadores do RCAAP | |||||||
|
|
|
|
|
|
||