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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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An Analysis of Consumer Interaction Styles in the Marketplace

Marsha L. Richins
DOI: http://dx.doi.org/10.1086/208946 73-82 First published online: 1 June 1983

Abstract

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.

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