The social norms of discrete consumer exchange: Classification and quantification

Social norms have been recognized as an important influence in long-term relational exchange between firms. It is argued that social norms are equally important in short-term discrete exchange that takes place between firms and consumers. The norms of consumer exchange are, however, of a different kind. To clarify the difference, a classification system is presented. Based on the classification, the social norms of discrete consumer exchange are defined and a method of quantifying these norms is proposed.

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