The Effects of Reciprocity in a Triadic Relationship

This study offers an investigation of the influence of the norm of reciprocity on recommendation decisions in a triadic relationship. We evaluate the effects of a sample in the context of a salesperson-healthcare provider-patient relationship, where the sample may be transferred through the triad or retained by the physician for his or her own use (dyad). This research attempts to resolve competing hypotheses about the comparative strength of obligations in the dyad and triad. Based upon the findings of a pretest, we propose an experimental study with physician assistants as subjects, and we plan to utilize indirect-report questioning formats in order to mitigate social desirability bias.


Andrew Gallan, Naomi Mandel, Robert Cialdini, and Eugene Schneller (2007) ,"The Effects of Reciprocity in a Triadic Relationship", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 427-430.


Andrew Gallan, Arizona State University, USA
Naomi Mandel, Arizona State University, USA
Robert Cialdini, Arizona State University, USA
Eugene Schneller, Arizona State University, USA


NA - Advances in Consumer Research Volume 34 | 2007

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