A social exchange perspective of environmental change and normative response in marketing relationships

This study considers changes in the business environment and how they may threaten long-term marketing relationships, as well as the process by which relational dissolution is predisposed. Various norms that are employed by long-term relationships are defined, drawing on different facets of Social Exchange Theory. It is hypothesized that norms deteriorate under conditions of extreme threat (substantive and rapid change in the environment), as relationships are pressured to redefine new environments and realign themselves with new environmental resources. Alternatively, it is hypothesized that under moderate environmental threat, relational norms are more strongly emphasized. This would be the case when exchange partners turn to one another as a means of enduring more moderate environmental changes. Evidence that norms are emphasized under moderate environmental threat was found; however, no evidence of normative de-emphasis under high environmental threat was uncovered.