Perceptual Differences in Market Transactions Revisited: A Waning Source of Consumer Frustration

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.