An Application of Equity Theory to Buyer-Seller Exchange Situations

• 1 May 1978
• journal article
• Published by JSTOR in Journal of Marketing Research
• Vol. 15  (2) , 250
• https://doi.org/10.2307/3151255

Abstract

Keywords

• EXCHANGE SITUATIONS
• EQUITY THEORY
• APPLICATION OF EQUITY
• BUYER SELLER EXCHANGE
• THEORY TO BUYER