A 1973 survey study of retailer and consumer attitudes toward retailer actions in contrived market situations showed marked differences in the values of the two groups. In short, retailers’ short‐run profit motives outweighed their concern for their long‐run customer franchise. This 1979 follow‐up survey study found increased concordance between the parties in market transactions.
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Dornoff et al. (1981) studied this question.
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