The theoretical and practical importance of relational exchange is well known. However, customers are often annoyed at companies relationship building attempts. In addition, the literature has three core problems: (1) the relational concept is not well defined; (2) little research has accounted...

Low price signals (LPS), pricing tools where retailers promise to match or beat competitors' prices, have been increasingly popular in offline and online markets. We compare consumer evaluation of offline and online LPS as a function of how deeply they process the signals. Results of an...