TY - JOUR
T1 - Reactions to disappointing performance in manufacturer-distributor relationships
T2 - The role of escalation and resource commitments
AU - Cox, Amy E.
AU - Walker Jr, Orville C
PY - 1997/12
Y1 - 1997/12
N2 - A model is presented of an exchange episode between a manufacturer and a distributor that generates disappointing performance outcomes. The authors suggest that manufacturers commit different types of resources in the initial stages of relationships with distributors, which affect both the distributor's ability and willingness to achieve performance goals. These initial resource commitments affect the commitment of further resources, after the receipt of negative outcomes, both directly (through a mental budgeting process) and indirectly (through the attributions made about the cause of the disappointment). The authors use resource theory, attribution theory, and research on escalation of commitment to structure their conceptual framework and research propositions.
AB - A model is presented of an exchange episode between a manufacturer and a distributor that generates disappointing performance outcomes. The authors suggest that manufacturers commit different types of resources in the initial stages of relationships with distributors, which affect both the distributor's ability and willingness to achieve performance goals. These initial resource commitments affect the commitment of further resources, after the receipt of negative outcomes, both directly (through a mental budgeting process) and indirectly (through the attributions made about the cause of the disappointment). The authors use resource theory, attribution theory, and research on escalation of commitment to structure their conceptual framework and research propositions.
UR - http://www.scopus.com/inward/record.url?scp=0031521606&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=0031521606&partnerID=8YFLogxK
U2 - 10.1002/(SICI)1520-6793(199712)14:8<791::AID-MAR4>3.0.CO;2-9
DO - 10.1002/(SICI)1520-6793(199712)14:8<791::AID-MAR4>3.0.CO;2-9
M3 - Article
AN - SCOPUS:0031521606
SN - 0742-6046
VL - 14
SP - 791
EP - 821
JO - Psychology and Marketing
JF - Psychology and Marketing
IS - 8
ER -