Marketing is viewed as a science of exchange behavior. The basic proposition of equity theory that individuals seek to maintain equity in social exchange is applied to propose that equitable exchanges will be more successful than inequitable exchanges...
Marketing is viewed as a science of exchange behavior. The basic proposition of equity theory that individuals seek to maintain equity in social exchange is applied to propose that equitable exchanges will be more successful than inequitable exchanges. It is argued that perception of inequity will depend on the characteristics of social actors and situational contingencies of the exchange context.