Tolerance for Inequity In Buyer‐Seller Relationships1

Gerald S. Leventhal · Chakles M. Younts · Adrian K. Lund

14 citations0/0 files storedJournal of Applied Social Psychology

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Customer Service Quality and Loyalty Consumer Market Behavior and Pricing Psychology of Social Influence

Abstract

Customers who purchased a household cleaning product from a door‐to‐door salesman were offered a monetary rebate after the sale. Customers accepted the rebate when it came from a company, but not when it came from the salesman. A second study replicated these findings and also showed that customers were reluctant to accept rebates that came from middlemen (suppliers). It seems likely that customers were more willing to accept money from the company than from other donors becausc they believed the company had higher income.

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References

1963Towards an understanding of inequity.1969Equity theory: A review and critique 1962The relationship of worker productivity to cognitive dissonance about wage inequities.1963Wage Inequities, Productivity and Work Quality 1964Effects of wage inequities on work quality.1972Inequity and interpersonal conflict: Reward allocation and secrecy about reward as methods of preventing conflict.1970Sex, age, and equity behavior.1971Equity and the distribution of rewards.

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1989Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction 1987Reactions to procedural injustice in payment distributions: Do the means justify the ends?2002Who stole the money, and when? Individual and situational determinants of employee theft

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