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A Resource Exchange Theory Analysis of Consumer Behavior

A Resource Exchange Theory Analysis of Consumer Behavior Abstract Marketing has been described as an exchange between two or more social units. A psychological exchange theory developed by Foa and Foa (1974) was used to examine: (a) the structure underlying six different resource categories—i.e., love, status, information, money, goods, and services—and (b) the functional relations among these six resource categories—i.e., the patterns of exchange. The economic concept of resource constraint (scarcity) was also incorporated into the exchange process. The results were basically consistent with both the structural and functional relations derived from Foa's theory. Moreover, resource scarcity was found to affect the types of resources an individual was likely to give in an exchange. This content is only available as a PDF. Author notes * David Brinberg is an Associate Professor in the Department of Marketing, Baruch College, CUNY, New York, NY 10010, and Ronald Wood is a Professor of Economics, Frederick Community College, Frederick, MD 21701. The authors would like to thank Marta Axelson, John Lynch, Danny Moore, and Linda Plimpton for helpful comments on an earlier draft of this paper. Carol Young and Emmanual Ushi assisted in the data collection. The computer time for this project was supported through the facilities of the Computer Science Center at the University of Maryland. © JOURNAL OF CONSUMER RESEARCH http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

A Resource Exchange Theory Analysis of Consumer Behavior

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References (13)

Publisher
Oxford University Press
Copyright
© JOURNAL OF CONSUMER RESEARCH
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/208972
Publisher site
See Article on Publisher Site

Abstract

Abstract Marketing has been described as an exchange between two or more social units. A psychological exchange theory developed by Foa and Foa (1974) was used to examine: (a) the structure underlying six different resource categories—i.e., love, status, information, money, goods, and services—and (b) the functional relations among these six resource categories—i.e., the patterns of exchange. The economic concept of resource constraint (scarcity) was also incorporated into the exchange process. The results were basically consistent with both the structural and functional relations derived from Foa's theory. Moreover, resource scarcity was found to affect the types of resources an individual was likely to give in an exchange. This content is only available as a PDF. Author notes * David Brinberg is an Associate Professor in the Department of Marketing, Baruch College, CUNY, New York, NY 10010, and Ronald Wood is a Professor of Economics, Frederick Community College, Frederick, MD 21701. The authors would like to thank Marta Axelson, John Lynch, Danny Moore, and Linda Plimpton for helpful comments on an earlier draft of this paper. Carol Young and Emmanual Ushi assisted in the data collection. The computer time for this project was supported through the facilities of the Computer Science Center at the University of Maryland. © JOURNAL OF CONSUMER RESEARCH

Journal

Journal of Consumer Research – Oxford University Press

Published: Dec 1, 1983

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