Relationship Proneness – the Concept, Its Dimensions and Indicators.

This paper is about consumers’ relationship proneness, i.e. their conscious tendency to engage in relationships, and it purports to assess if the aspects that are relevant to interpersonal relations can be applied to commercial relationships as well. An exploratory factor analysis points to the existence of three facets of relationship proneness, in line with previous research: they relate to social benefits deriving, first of all, from the personal contact with the supplier; second, from special treatment; third, from search for assistance and guidance. It is also suggested that relationship proneness may be related to general personality traits (Big Five).


Alberto Marcati, Claudio Barbaranelli, and Michele Vecchione (2007) ,"Relationship Proneness – the Concept, Its Dimensions and Indicators.", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 329-330.


Alberto Marcati, LUISS Guido Carli University, Italy
Claudio Barbaranelli, University of Rome La Sapienza, Italy
Michele Vecchione, University of Rome La Sapienza, Italy


NA - Advances in Consumer Research Volume 34 | 2007

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