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Family and Consumer Sciences Research Journal
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Exploring Consumer and Retailer Exchange in Rural Communities: Part II

Nancy J. Miller

Iowa State University

Rita C. Kean

University of Nebraska

Mary A. Littrell

Iowa State University

In Part I of the authors’ exploration, the social exchange tenet of reciprocity first emerged as a strong theme in both rural consumers’ and retailers’ focus group discussions. Reciprocity was defined as the degree to which individuals in the community and its marketplace expected cooperative action. The authors then pursued the theme of reciprocity in a second study using a mail survey of rural retailers. Findings suggested that rural retailers’ level of satisfaction with their business was significantly associated with their level of satisfaction with reciprocity in local marketplace exchange relationships. In Part II, the authors explore rural Nebraska consumers’ responses to mail survey questions focusing on specific types of reciprocity and find that satisfaction with interpersonal or community reciprocity, along with social and economic motivations, were significantly related to consumers’ intention to shop with local retailers in the marketplace. This study incorporated controls for social desirability as a possible source of bias.

Family and Consumer Sciences Research Journal, Vol. 28, No. 1, 99-121 (1999)
DOI: 10.1177/1077727X99281006
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[Abstract] [PDF]