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An Analysis of Consumer Interaction Styles in the Marketplace
Marsha L. Richins
Journal of Consumer Research
Vol. 10, No. 1 (Jun., 1983), pp. 73-82
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488857
Page Count: 10
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This study examines how consumers interact with representatives of marketing institutions by investigating the individual difference variables of consumer assertion and aggression. The development of scales to measure these variables is reported along with the validating analyses, which indicate that consumers may be divided into four groups based on the interaction strategies they use.
Journal of Consumer Research © 1983 Oxford University Press