Trends of increased diversity in domestic markets and globalization require marketers to interact with dissimilar others. This study draws on similarity-attraction theory and examines the effects of similarity on relationship management behaviors and relationship quality. Similarity in buyer–seller work attitudes, sex, life stage, and personality are found to have differential effects in facilitating open communication, relationship investment, and relationalism. The effects of similarity on relationship quality are found to be primarily indirect, through facets of relationship management. Management implications are discussed.
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J. Brock Smith (1998) studied this question.