Skip to main content
SpringerLink
Log in

An investigation into the intentions of purchasing executives to reciprocate vendor gifts

  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

In this study, an experiment was conducted to investigate the effect of gift cost, gift type, and buyer-vendor relationship status on purchasing executives’ feelings of indebtedness, perceived manipulation, and intentions to reciprocate vendor gifts. The findings indicate that the likelihood of a business gift being reciprocated depends on the type of vendor gift received, the extent to which the buyer experiences a sense of indebtedness, and buyer perceptions of the level of manipulation associated with the gift. Evidence also indicates that the level of perceived manipulation associated with a gift is based on considerations of gift cost and type with respect to the buyer-vendor relationship status.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Similar content being viewed by others

References

  • Armstrong, J. Scott and Terry S. Overton. 1977. “Estimating Nonresponse Bias in Mail Surveys.”Journal of Marketing Research 14 (August): 396–402.

    Article  Google Scholar 

  • “The Art of Corporate Gift Giving.” 1993.Incentive 167 (August): S1–S27.

  • Baumhart, Raymond C. 1961. “How Ethical Are Businessmen?”Harvard Business Review 39 (July–August): 6–19, 156–176.

    Google Scholar 

  • Becker, Lawrence C. 1986.Reciprocity. London: Routledge & Kegan Paul.

    Google Scholar 

  • Belk, Russell W. 1979. “Gift-Giving Behavior.” InResearch in Marketing. Vol. 2. Ed. Jagdish N. Sheth. Greenwich, CT: JAI Press, 95–126.

    Google Scholar 

  • Beltramini, Richard F. 1992. “Exploring the Effectiveness of Business Gifts: A Controlled Field Experiment.”Journal of the Academy of Marketing Science 20 (Winter): 87–91.

    Google Scholar 

  • Bollen, Kenneth A. 1989.Structural Equations with Latent Variables. New York: Wiley.

    Google Scholar 

  • Brehm, Jack W. and Ann Himelick Cole. 1966. “Effect of a Favor Which Reduces Freedom.”Journal of Personality and Social Psychology 3 (April): 420–426.

    Article  Google Scholar 

  • Brenner, Steven N. and Earl A. Molander. 1977. “Is the Ethics of Business Changing?”Harvard Business Review 55 (January–February): 57–71.

    Google Scholar 

  • Caplow, Theodore. 1982. “Christmas Gifts and Kin Networks.”American Sociological Review 47 (June): 383–392.

    Article  Google Scholar 

  • Chonko, Lawrence B. and Shelby D. Hunt. 1985. “Ethics and Marketing Management: An Empirical Examination.”Journal of Business Research 13 (August): 339–359.

    Article  Google Scholar 

  • Churchill, Gilbert A., Jr. 1979. “A Paradigm for Developing Better Measures of Marketing Constructs.”Journal of Marketing Research 16 (February): 323–332.

    Article  Google Scholar 

  • Cialdini, Robert B. 1985.Influence: Science and Practice. Glenview, IL: Scott, Foresman.

    Google Scholar 

  • Cohen, Jacob and Patricia Cohen. 1983.Applied Multiple Regression/Correlation Analysis for the Social Sciences. Second Edition. Hillsdale, NJ: Lawrence Erlbaum.

    Google Scholar 

  • Cronbach, Lee J. 1951. “Coefficient Alpha and the Internal Structure of Tests.”Psychometrika 16 (September): 297–334.

    Article  Google Scholar 

  • Crosby, Lawrence A., Kenneth R. Evans, and Deborah Cowles. 1990. “Relationship Quality in Services Selling: An Interpersonal Influence Perspective.”Journal of Marketing 54 (July): 68–81.

    Article  Google Scholar 

  • Duncan, Otis Dudley. 1975.Introduction to Structural Equation Models. New York: Academic Press.

    Google Scholar 

  • Dwyer, F. Robert, Paul H. Schurr, and Sejo Oh. 1987. “Developing Buyer-Seller Relationships.”Journal of Marketing 51 (April): 11–28.

    Article  Google Scholar 

  • Ferrell, O. C. and Larry G. Gresham. 1985. “A Contingency Framework for Understanding Ethical Decision Making in Marketing.”Journal of Marketing 49 (Summer): 87–96.

    Article  Google Scholar 

  • Forker, Laura B. and Robert L. Janson. 1990. “Ethical Practices in Purchasing.”Journal of Purchasing and Materials Management 26 (Winter): 19–26.

    Google Scholar 

  • Frazier, Gary L., Robert E. Spekman, and Charles R. O’Neal. 1988. “Just-In-Time Exchange Relationships in Industrial Markets.”Journal of Marketing 52 (October): 52–67.

    Article  Google Scholar 

  • Gibson, Richard. 1989. “Latest in Corporate Freebies Try to Be Classy Instead of Trashy.”Wall Street Journal 69 (August 7): B4.

  • Gouldner, Alvin W. 1960. “The Norm of Reciprocity: A Preliminary Statement.”American Sociological Review 25 (April): 161–178.

    Article  Google Scholar 

  • Greenberg, Martin S. 1980. “A Theory of Indebtedness.” InSocial Exchange: Advances in Theory and Research. Eds. Kenneth J. Gergen, Martin S. Greenberg, and Richard H. Willis. New York: Plenum, 1–26.

    Google Scholar 

  • Greenberg, Martin S., Myron W. Block, and Michael A. Silverman. 1971. “Determinants of Helping Behavior: Person’s Rewards versus Other’s Costs.”Journal of Personality 39 (March): 79–93.

    Article  Google Scholar 

  • Greenberg, Martin S. and David M. Frisch. 1972. “Effect of Intentionality on Willingness to Reciprocate a Favor.”Journal of Experimental Social Psychology 8 (March): 99–111.

    Article  Google Scholar 

  • Janson, Robert L. 1988.Purchasing Ethical Practices. Tempe, AZ: National Association of Purchasing Management.

    Google Scholar 

  • Kahn, Arnold. 1972. “Reactions to Generosity or Stinginess from an Intelligent or Stupid Work Partner: A Test of Equity Theory in a Direct Exchange Relationship.”Journal of Personality and Social Psychology 21 (January): 116–123.

    Article  Google Scholar 

  • Kenny, David A. 1979.Correlation and Causality. New York: Wiley.

    Google Scholar 

  • Laczniak, Gene R. and Patrick E. Murphy. 1993.Ethical Marketing Decisions: The Higher Road. Boston: Allyn & Bacon.

    Google Scholar 

  • Lerner, Melvin J. and Rosemary R. Lichtman. 1968. “Effects of Perceived Norms on Attitudes and Altruistic Behavior toward a Dependent Other.”Journal of Personality and Social Psychology 9 (July): 226–232.

    Article  Google Scholar 

  • Levine, Joanne. 1989. “Even Santa Had Helpers.”Sales and Marketing Management 141 (August): 56–62.

    Google Scholar 

  • Lowe, Charles A. and Joel W. Goldstein. 1970. “Reciprocal Liking and Attributions of Ability: Mediating Effects of Perceived Intent and Personal Involvement.”Journal of Personality and Social Psychology 16 (October): 291–297.

    Article  Google Scholar 

  • Malinowski, Bronislaw. 1964. “The Principle of Give and Take.” InSociological Theory: A Book of Readings. Second Edition. Eds. Lewis A. Coser and Bernard Rosenberg. New York: Macmillan, 71–74.

    Google Scholar 

  • Mauss, Marcel. 1954.The Gift: Forms and Functions of Exchange in Archaic Societies. English translation by Ian Cunnison. Glencoe, IL: Free Press.

    Google Scholar 

  • Neter, John, William Wasserman, and Michael H. Kutner. 1985.Applied Linear Statistical Models. Second Edition. Homewood, IL: Irwin.

    Google Scholar 

  • Nunnally, Jum C. 1978.Psychometric Theory. Second Edition. New York: McGraw-Hill.

    Google Scholar 

  • Pedhazur, Elazar J. 1982.Multiple Regression in Behavioral Research: Explanation and Prediction. Second Edition. New York: Holt, Rinehart & Winston.

    Google Scholar 

  • Perdue, Barbara C. and John O. Summers. 1986. “Checking the Success of Manipulations in Marketing Experiments.”Journal of Marketing Research 23 (November): 317–326.

    Article  Google Scholar 

  • Pruitt, Dean G. 1968. “Reciprocity and Credit Building in a Laboratory Dyad.”Journal of Personality and Social Psychology 8 (February): 143–147.

    Article  Google Scholar 

  • Pryor, Frederic L. and Nelson H. H. Graburn. 1980. “The Myth of Reciprocity.” InSocial Exchange: Advances in Theory and Research. Eds. Kenneth J. Gergen, Martin S. Greenberg, and Richard H. Willis. New York: Plenum, 215–237.

    Google Scholar 

  • Rudelius, William and Rogene A. Buchholz. 1979. “What Industrial Purchasers See as Key Ethical Dilemmas.”Journal of Purchasing and Materials Management 15 (Winter): 2–20.

    Google Scholar 

  • Scanzoni, John. 1979. “Social Exchange and Behavioral Interdependence.” InSocial Exchange in Developing Relationships. Eds. Robert Lee Burgess and Ted L. Huston. New York: Academic Press, 61–98.

    Google Scholar 

  • Schopler, John and Vaida Diller Thompson. 1968. “Role of Attribution Processes in Mediating Amount of Reciprocity for a Favor.”Journal of Personality and Social Psychology 10 (November): 243–250.

    Article  Google Scholar 

  • Sharma, Subhash, Richard M. Durand, and Oded Gur-Arie. 1981. “Identification and Analysis of Moderator Variables.”Journal of Marketing Research 18 (August): 291–300.

    Article  Google Scholar 

  • Sherry, John F., Jr. 1983. “Gift Giving in Anthropological Perspective.”Journal of Consumer Research 10 (September): 157–168.

    Article  Google Scholar 

  • Shimp, Terence A., Eva M. Hyatt, and David J. Snyder. 1991. “A Critical Appraisal of Demand Artifacts in Consumer Research.”Journal of Consumer Research 18 (December): 273–283.

    Article  Google Scholar 

  • Swan, John E., David R. Rink, G. E. Kiser, and Warren S. Martin. 1984. “Industrial Buyer Image of the Saleswoman.”Journal of Marketing 48 (Winter): 110–116.

    Article  Google Scholar 

  • Trawick, I. Frederick, John E. Swan, Gail W. McGee, and David R. Rink. 1991. “Influence of Buyer Ethics and Salesperson Behavior on Intention to Choose a Supplier.”Journal of the Academy of Marketing Science 19 (Winter): 17–23.

    Article  Google Scholar 

  • Trawick, I. Frederick, John E. Swan, and David R. Rink. 1989. “Industrial Buyer Evaluation of the Ethics of Salesperson Gift Giving: Value of the Gift and Customer vs. Prospect Status.”Journal of Personal Selling and Sales Management 9 (Summer): 31–37.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Clemson University, USA

    Michael J. Dorsch

  2. the University of Kentucky, USA

    Scott W. Kelley

Authors
  1. Michael J. Dorsch
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Scott W. Kelley
    View author publications

    You can also search for this author in PubMed Google Scholar

Additional information

He received his Ph.D. from the University of Arkansas in 1987. He has contributed to such journals as theJournal of the Academy of Marketing Science, Journal of Business Research, andJournal of Professional Services Marketing.

He received his doctorate in marketing from the University of Kentucky. His research has been published in theJournal of the Academy of Marketing Science, Journal of Retailing, andJournal of Business Research.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Dorsch, M.J., Kelley, S.W. An investigation into the intentions of purchasing executives to reciprocate vendor gifts. JAMS 22, 315–327 (1994). https://doi.org/10.1177/0092070394224001

Download citation

  • Issue Date:

  • DOI: https://doi.org/10.1177/0092070394224001

Keywords

Search

Navigation